Unit 1 - Legal and Ethical issues

The ASA stands for "Advertising Standards Authority" it is the Uk's independent regulator of advertising across all media. They apply the advertising codes which are written by the "Committees of Advertising Practice. Their work includes acting on complaints and checking the media to take action against misleading harmful or offensive advertisements.

The advert gives off a really good impression to the audience. From my audience research i found out that it made people happy and feel good after watching the advert. All of the comments about the advert are positive for example "Epic", "This advert never gets old" and "I feel like that every time i eat chocolate". 

The representational issues of this advert aren't exactly issues it's just a couple of different ways the gorilla is used with advertising a chocolate bar. Some people would think that it targets children and the fact that a younger generation would be fascinated to see a animal playing the drums. As the advert makes you think if you eat Dairy Milk it'll make you as lively and cool as the gorilla playing the drums it could also be portrayed that eating Dairy milk makes you big and hairy like the gorilla which could be shown to be competing with Yorkie as their chocolate is claimed only for men. Some people may think why does a gorilla have anything to do with chocolate or playing the drums and that it doesn't make any sense but the adverts are made to make people remember the product by watching the advert and this advert makes people smile and leaves them with a good feeling which then sticks and makes the product more popular with a lot of people. 

The ethical issues of this advert could be the copyright of "In the air tonight" and using the whole act of Phil Collins on the drums but the fact Phil Collins was the one who dressed up as the gorilla and decided to be the advert. People could of seen the fact of a animal being used  not in a natural environment but it's a costume which has no problem.