MEDIA AND INFORMATION LITERACY.

Media and Information Literacy:

INTRODUCTION.
This guide will prepare the academic community to be competent individuals in the area of Media and Information
Literacy (MIL). Knowledge is created and disseminated in all forms and formats. Media and information increase
every day and it becomes so abundant that it can be found anywhere, anytime especially in the booming era of data
and information explosion. Becoming media and information literate individuals will test our patience on how we
deal with information and misinformation. It includes a certain level of respect towards those who need and request
it. Respect for information need means we allow each and everyone to express their ideas, opinions, and expressions
fully without any judgment or prejudice. MIL teaches us to use information and media content in an ethical,
efficient, and effective manner. 

DEFINITION.
Media and Information Literacy (MIL) is a “combination of knowledge, attitudes, skills, and
practices required to access, analyse, evaluate, use, produce, and communicate information and
knowledge in creative, legal and ethical ways that respect human rights” (Moscow Declaration on Media
and Information Literacy, 2012).   

The United Nations Educational, Scientific, and Cultural Organization (UNESCO) defines it as

the "set of competencies to search, critically evaluate, use and contribute information and media content
wisely; knowledge of one’s rights online; understanding how to combat online hate speech and
cyberbullying; understanding of the ethical issues surrounding the access and use of information; and
engage with media and ICTs to promote equality, free expression, intercultural/interreligious dialogue,
peace, etc." (UNESCO, 2016).         
 CHAPTER TWO.
MEANING AND SCOPE OF REPRESENTATION.

WHAT IS REPRESENTATION?   

A representation acts or serves on behalf or in place of something. A lawyer provides legal

representation for his client. A caricature is an exaggerated representation or likeness of a person.

Representation comes from the Latin repraesentare meaning "bring before, exhibit." A
representation is an exhibit, whether it comes in the form of legal guidance or in the form of artistic
expression. The act of representation has to do with replacing or acting on behalf of an original. Elected
officials serve as the representation for their constituency — or at least it's supposed to work that way.
DEFINITIONS.
 The act of representing; standing in for someone or some group and speaking with authority in their behalf.
 A presentation to the mind in the form of an idea or image.
synonyms: internal representation, mental representation.
 An activity that stands as an equivalent of something or results in an equivalent.
 A creation that is a visual or tangible rendering of someone or something.
 A performance of a play.
synonyms: histrionics, theatrical, theatrical performance
 A factual statement made by one party in order to induce another party to enter into a contract.
“the sales contract contains several representations by the vendor”.
 A statement of facts and reasons made in appealing or protesting.
“certain representations were made concerning police brutality”.
 The state of serving as an official and authorized delegate or agent.
synonyms: agency, delegacy.
 The right of being represented by delegates who have a voice in some legislative body.
 A body of legislators that serve in behalf of some constituency.
“a Congressional vacancy occurred in the representation from California.

What is Representation?
In media studies, representation is the way aspects of society, such as gender, age or ethnicity,
are presented to audiences.

Introduction
Representation is how media texts deal with and present gender, age, ethnicity, national
and regional identity, social issues and events to an audience. Media texts have the power to
shape an audience’s knowledge and understanding about these important topics.
This makes them very powerful in terms of influencing ideas and attitudes.
In order to analyse media texts to determine how they've represented ideas and issues, it's
important to be familiar with some of the key terms.

Key terms in Representation:

Construction
This is the way a media text is put together. In a film or television programme this includes the
editing and choice of camera angles, in a magazine or newspaper it includes the layout and
writing as well as the choice of images.

Mediation
This is the process everything goes through before it reaches an audience. This can be
how a film script is written and re-written before it makes it to production, how newspaper or
magazine photographs are cropped and captioned, or how real life events - like a protest or a
speech by a politician - are portrayed in a news report.

Selection
This refers to what has been selected to include in a media text. This can be particularly
important in newspaper articles, where selecting certain facts over others can change the angle of
a story; what is omitted is sometimes as important as what is included.

Anchorage
These are the words that go along with images to give those pictures a certain meaning in
a specific context. This includes captions and headlines in newspapers and taglines in adverts or
on film posters.

Stereotypes
These are a simplified representation of a person, groups of people or a place, through
basic or obvious characteristics - which are often exaggerated.
For example, Vicky Pollard from Little Britain is a stereotypical example of a working class
teenage girl.
They can be used to describe characters quickly, relying on existing audience recognition.
Stereotypes are dangerous as they can lead audiences to generalise about people or places.

Ideology
These are ideas and beliefs, held by media producers, which are often represented in their
media texts. In a newspaper, the ideology of the owner or senior editors could influence the way
certain stories are represented, such as lending support to a particular political party.
In a documentary about asylum seekers, the representation of their story could be influenced by
the ideology of the filmmaker or producer.
What is representation in film and media?

In media studies, representation is the way aspects of society, such as gender, age or ethnicity,
are presented to audiences.

What does representation in the media really mean?

The basic definition of representation in the media is simply how media, such as television, film
and books, portray certain types of people or communities. There are a number of groups who
are underrepresented in most Western media. They include women, people of color, LBGTQA+
people, people with a range of body shapes and types, people of non-Christian religions, and
differently-abled people. There has been a steady increase of diversity in media, but progress has
been long and slow. 

1. Why is representation important?

2. How can you ensure representation in readings and course materials?

3. What strategies can help you include representation in your teaching?

 CHAPTER THREE
ADVERTISING AND PUBLIC SERVICES ANNOUNCEMENT.
ADVERTISING.
DEFINITIONS.
1. American Marketing Association has defined advertising as “any paid form of non-personal
presentation of ideas, goods and services by an indentified sponsor”.

2. According to Webstar, “Advertising is to give public notice or to announce publicity”.

3. According to Gardner, “Advertising is the means of mass selling that has grown up parallel with
and has been made necessary to mass production”.

FEATURES OF ADVERTSING.
1. Communication :Advertising is means of mass communication reaching the masses. It is a non-personal
communication
because it is addressed to masses.

2. Information :Advertising informs the buyers about the benefits they would get when they purchase a particular
product. However, the information given should be complete and true.

3. Persuasion :The advertiser expects to create a favourable attitude which will lead to favourable actions. Any
advertising process attempts at converting the prospects into customers. It is thus an indirect salesmanship and
essentially a persuasion technique.

4. Profit Maximisation :True advertising does not attempt at maximising profits by increasing the cost but by
promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it has a higher sales approach
rather than the higher-cost approach.

5. Non-Personal Presentation :Salesmanship is personal selling whereas advertising is non-personal in character.

Advertising is not meant for anyone individual but for all. There is absence of personal appeal in advertising.

6. Identified Sponsor :A sponsor may be an individual or a firm who pays for the advertisement. The name of
reputed company may increase sale or products. The product gets good market because of its identity with the
reputed corporate body.
7. Consumer Choice :Advertising facilitates consumer choice. It enables consumers to purchase goods as per their
budget requirement and choice. Right choice makes consumer happy and satisfied.

8. Art, Science and Profession :Advertising is an art because it represents a field of creativity. Advertising is a
science because it has a body of organised knowledge. Advertising is profession is
now treated as a profession with its professional bodies and code of conduct for members.

9. Element of Marking Mix :Advertising is an important element of promotion mix. Advertising has proved to be of
great utility to sell goodsand services. Large manufactures spend crores of rupees on
advertising.

10. Element of Creativity :A good advertising campaign involves lot of creativity and imagination. When the
message of the advertiser matches the expectations of consumers, such creativity makes way for successful
campaign.

OBJECTIVES OF ADVERTISING.
The fundamental purpose of advertising is to sell something a product, a service or an idea. In addition to
this general objective, advertising is also used by the modern businessenterprises for certain specific objectives
which are listed below :

1.To introduce a new product by creating interest for it among the prospective customers.

2.To support personal selling programme. Advertising maybe used to open customers' doors for salesman

3.To reach people inaccessible to salesman.

4.To enter a new market or attract a new group of customers.

5.To light competition in the market and to increase the sales as seen in the fierce competition between Coke and
Pepsi.

6.To enhance thegoodwill of the enterprise by promising better quality products and services.

7.To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are
attracted towards a product which is advertised effectively.
8.To warn the public against imitation of an enterprise's products.

IMPORTANCE OF ADVERTISING.
Advertising has become an essential marketing activity in the
modern era of large scale production and serve competition in the
market. It performs the following functions:

1. Promotion of Sales :It promotes the sale of goods and services by informing and persuading the people to buy
them. A good advertising campaign helps in winning new customers both in the national as wet as in the
international markets.

2. Introduction of New Product :It helps the introduction of new products in the market. A business enterprise can
introduce itself and its product to the public through advertising. A new enterprise can't make an impact on the
prospective customers without the help of advertising. Advertising enables quick publicity in the market.

3. Creation of Good Public Image :It builds up the reputation of the advertiser. Advertising enables a business firm
to communicate its achievements in an effort to satisfy the customers' needs. This increases the goodwill and
reputation of the firm which is necessary to fight against competition in the market.

4. Mass Production :Advertising facilitates large-scale production. Advertising encourages production of goods in
large-scale because the business firm knows that it will be able to sell on large-scale with the help of advertising.
Mass production reduces the cost of production per unit by the economical use of various factors of production.

5. Research :Advertising stimulates research and development activities. Advertising has become a competitive
marketing activity. Every firm tries to differentiate its product from the substitutes available in the market through
advertising. This compels every business firm to do more and more research to find new products and their new
uses. If a firm does not engage in research and development activities, it will be out of the market in the near future.

6. Education of People :Advertising educate the people about new products and their uses.Advertising message
about the utility of a product enables the people to widen their knowledge. It is advertising which has helped people
in adopting new ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard
of living of the society.

7. Support to Press :Advertising provides an important source of revenue to the publishers and magazines. It enables
to increase the circulation of their publication by selling them at lower rates. People are also benefited because they
get publications at cheaper rates. Advertising is also a source of revenue for TV network. For instance, Doordarshan
and ZeeTV insert ads before, in between and after various programmes and earn millions of rupees through ads.
Such income could be used for increasing the quality of programmes and extending coverage.

ROLE OF ADVERTISING IN SOCIETY.

Advertisingis the integral part of every day's life. It is a pervasive method of marketing in society. Though the
methods by which marketers advertise have changed over the decades, the role and purpose of advertising has
changed over the period of time. Without advertising modern society cannot survive. Advertising is useful to society
in following ways.

1. Encourage Purchasing.
Encouraging people to purchase goods and services is the main role of advertising. Some industries rely on
advertising more than others: A cereal company, for instance, must advertise more aggressively, due to the wide
arrange of competing products, than a power company that faces little to no competition. Advertisers often influence
members of society to purchase products based on instilling a feeling of scarcity or lack.

2. Reflect cultural trends.

Advertising bridges the gap among people by communicating varied culture through advertising message.
It bring variation in the social life

3. Promotes Economic growth

Advertising contributes to bring about all round development of the economy by increasing demand and by
encouraging economic activities it fuels the desire to shop and, in turn, shopping stimulates the economy.

4. Improves standard of living.

Advertising is an economic activity. It provides opportunities to people to improve their income. It motivates
people to consume more material and thereby improves their standard of living. Provides employment: Effective
advertising generates demand for goods and services. high demand calls for more production which requires more of
physical and human resources thus creating employment opportunities.

TYPES/CLASSES OF ADVERTISING.
1. Social Advertising :
Social Advertising is undertaken by non-commercial organisations such as Trust, Societies, Associations
etc. The main objective of Social Advertising is to work for social cause. Advertisements for collecting donations
for war victims or for victims of natural calamities, sales of tickets for a show etc. are examples of Social
Advertising.
2. Political Advertising :
Political advertising is undertaken by political parties to motivate the general public in favour of the
ideology of the party in question. Political advertising are intensively made during election times to gain favour of
the voters. Such advertising promote plans and policies of the concerned party. It also try to expose weaknesses of
the opposition with a view to convince the voters to vote for their party candidates. Some political advertisement are
also made to assist the Government to implement its schemes for rehabilitation and national re-construction.
Mumbai Regional Congress Committee children affected by communal riots in Mumbai under the scheme of
National Foundation for Communal Harmony. Advertisements issued by a political party is essentially a political
advertising.

3. Advocacy Advertising :
We often come acrossed advocacy advertised relating to the use of family planning methods. Conservation
of scarce resources, maintaining green environment. An extreme example occurred in the 1960s, when a private
citizen bought a two-page advertisement in the New York Times at a cost of $12,000 to offer his peace plan for
ending the war in Vietnam. In 1974, Mobil Oil Company began advocacy advertising concerning the need for
offshore oil drilling to alleviate the energy crisis that existed at the time. NBC accepted the television commercial,
but ABC and CBS did not, because of the controversial nature of the topic. As a result, Mobil Oil Company took out
full-page newspaper
ads, which reproduced in print the visuals and text for the commercial.
This is designed to alert people to the fact that such ads are not editorials or informational pieces, but are
specifically advertisements. Companies can place advocacy advertising on billboards, in print magazines and
newspapers, online, and on television.
In fact, many advertising firms consider candidates who have completed advertising internships far more
attractive than those who have not. If you are planning to begin your career in advertising in the creative department
of an advertising firm, a bachelor's degree may not be as essential.

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5. Retail Advertising :
Retail advertising is the advertising by retailers who usually sell goods direct to the customers. Retail
advertising has such objectives as :
(i) To sell the stock;
(ii)To establish the identify of business;
(iii)To attract personal, telephone or mail order shoppers.
Retail advertising is done through window display, neon signs, posters, leaflets etc. It is usually local in
character. The various advertising approachesof Akbarallys, Amarsons, Asiatic Departmental Stores are the
examples of retail advertising.

6. Financial Advertising :When an advertising message is directed to attract for raising capital, it is called financial
advertising. The banks, insurance companies and commercial undertakings collect required funds from the savings
of the people by motivating them to post-pone present expenditure to future period. An investor considers two things
before investing his hard earned savings.
(1) Safety of investment
(2) Return on investment

The safety of investment depends upon the reputation and goodwill of the company and the properties
possessed by it. The institutional advertising helps in creating confidence in the minds of the investors. The financial
advertisement inform the investors about the past performance in declaring dividends and the trend in declaring of
dividend. The dividend depends upon the profitability of the company. The company with the help of charts,
diagrams etc. communicate the rate of growth and rate at which profit is
increasing.

7. Corporate Image Advertising :

Corporate Image advertising designed or aimed to create a proper attitude towards the seller
and to build goodwill or image for the advertiser (manufacturing concern or the selling concern) rather than to sell a
specific product or service. Institutional advertising is done to build good public relations‟ image in the market for
the marketer and a patronage for its product or products. Institutional advertising can therefore be patronage
advertising and public relations service advertising. Public relations institutional advertising is aimed to create a
favourable image of the company (advertiser) among employees, investors or general public. Public service
institutional advertising aims at changing the attitudes or behaviour of the people to the good of the community
orpublic at large. Patronage advertising is aimed to attract customers by appealing to their patronage buying motives
rather than product buying motives. Most of the companies are successful in making their image in the minds of the
people by using their names, such as „Bata‟, „Tata‟, „Dunlop‟, „J.K.‟, „Bombay Dyeing‟ etc.

8. Public Relations Advertising :

It is a part of institutional advertising. The basic objective of public relations advertising is to
establish co-ordial and healthy relations with the customers, bankers, suppliers, Government. Patrons and the
general public.Through public relations advertising company announces the changes in its policies, its
developmental activities its position and stand when the employees are on strike. It helps the company to remove
misconcepts about the company created by interested groups.
During the periods of short supply of goods the public relations advertising helps to hold the interest of the
customers. The company assures about the normalcy of supply and request its customers to bear with the
company.Institutional advertising and public relations advertising are complimentary to each other. Both are
directed in building up corporate image.
There are several reasons as to why a corporate firm may resort to public relations advertising. The reasons
are :
(a) To create a favourable image of the organisation.
(b) To secure and keep good suppliers.
(c) To build goodwill of the dealers.
(d) To arouse and serve customers in a better way.
(e) To arouse interest of the present and potential shareholders.
(f) To correct misconceptions about the firm during strikes.
(g) To win confidence of its employees.
(h) To render community service.
(i) To make people aware of social evils, health hazards, etc.
(j) To obtain public support for certain cause.

9. Institutional Advertising :
The object of institutional advertising is to build manufacturers reputation in the minds of thepublic in
general.The advertising message is directed to tell about the Company, its people, its contribution in promoting
social welfare activities, in promoting consumer satisfaction its achievements in technology its broad philosophies,
its share in economic progress of the Company etc.
Such advertisement do not bring benefits in the form of higher sales immediately. But they create good
footing for the company in the long run. The competitive strength of the company goes up with the enhancement of
corporate image. It is much easier for a highly reputed company to launch a new product in the market. Basically the
institutional advertising aims at getting public support for raising the capital through public subscription.

The following points are normally referred in institutional ads :

(a) Research & Development of the firm
(b) Number of factories or branches of the firm.
(c) The number of employees and facilities provided to them.
(d) Foreign collaborations, if any.
(e) Distribution network of the firm.
(f) Market position of the firm.
(g) Products or services offered by the firm.
(h) Social welfare programmes undertaken by the firm, etc.

10. Internet Advertising :

The Internet facility has been around for some 30 years. It actually began in the early 19608 in USA, where
the U. S. Department of Defense saw it as a means of supercomputer communication for researchers and military
facilities across the country. Until its commercial explosion in 1990s, the Internet remained a relatively obscure
network of linked computers mostly by academics, military researchers,and scientists around the world to send and
receive electronic mail, transfer files, and find or retrieve information from databases.
At present, Internet the fastest growing medium in history, offers incredible opportunities for a wide range
of people in both business and advertising.
For advertisers, there is a whole new world of potential customers.

11. Primary Demand Advertising :

The main objective of Primary demand advertising is to create demand for a new product or product
category. This is necessary in the case of a newly developed products or the products which are costly in nature. For
example, cars, refrigerators, washing machines, watches, etc. Such advertising is directed towards a class of
customers, it is also described as selective demand advertising. It is heavily utilised during the introduction stage of
product life cycle. Primary demand is when a potential buyer, or prospect, is showing interest in a product or service
for the first time. Often times it is because the prospect was never exposed to the “concept” of the product or service
or never really understood it. But now due to new circumstances she has an apparent need all of a sudden.

12. Selective Demand Advertising :

Selective demand advertising is done to meet the growing competition mainly in growth stage of the life
cycle of the product. Here, the goal of advertising is to push the demand of specific product or service. Often,
promotion becomes less informative and more emotional during this phase. Advertising may begin to stress subtle
differences in brands with emphasis on brand name recall. At this stage, pricing may also be used as a weapon
because products of all the competitors are almost similar in quality.
Selective demand is when a prospect has a need, has identified the need, and is ACTIVELY seek
ing out a solution. In these cases the prospect will come to you if he feels comfortable in your company's ability to
solve his needs. When someone has selective demand they are more proactive in their search for information. They
usually give themselves enough time to compare the quality, value, and offers of different companies. So while they
are calling you they are also likely calling others as well.

13. Product Advertising :

Product Advertising refer to the advertising of tangible product. It is for the marketing of the product
advertising as a powerful instrument has emerged. A product may be anything in which a trader deals or trade. A
product may be tangible of intangible. Products like radio, soap, pen cloth etc. are tangible products and servicesof
professional people like doctors, lawyers, engineers etc. are intangible products.
The fundamental of any advertising campaign is to establish the fact that among the substitutes the product
advertised is the best. Thus product is the heart of any advertising programme. Advertising makes possible for the
smooth entry of the new product in to the market.

14. Service Advertising :

Service advertising is designed to operate in the public interest. It is undertaken to seek public welfare and
social development. It is in the nature of non-commercial institutional advertising. In this type of advertising, the
objective is to put across a message intended to change attitudes or behaviour and, as a result, benefit the public at
large. It is generally used by government and other organisations to promote public welfare.

15. National Advertising:

It is generally undertaken by manufactures of branded goods, for which, advertising messages is
communicated to consumers all over the country. Almost all possible mass media, including national newspapers,
radio and television network, are employed for national advertising. Product services, and ideas, which have demand
all over the country, are suitable for national advertising. In India, Indian Airline Hindustan Lever Ltd., Vicco,
Godrej, Bajaj and Kirloskar are a few leading advertisers at national level. Likewise, detergents, soaps, toothpastes,
cosmetics, scooters, cars, and bicycles, are some of the products, which are advertised all over the country.

16. Retail Advertising:

Retail advertising is the advertising by retailers who usually sell goods direct to the customers. Retail
advertising has such objectives as : (i) to sell the stock; (ii) to establish the identify of business; (iii) to attract
personal, telephone or mail order shoppers. Retail advertising is done through window display,neon signs, posters,
leaflets etc. It is usually local in character. The various advertising approaches of Akbarallys, Amarsons, and Asiatic
Departmental Stores are the examples of retail advertising.
 CHAPTER FOUR.
PUBLIC SERVICE ANNOUNCEMENT.
What is a Public Service Announcement?
Public Service Announcements can strongly influence an audience, but many people may not
understand exactly what they entail. So, what is a public service announcement? The definition of a
public service announcement (PSA) is a short message that is aired for free, typically on the radio. These
announcements are produced on behalf of non-profit organizations and government agencies to create
awareness of public interest issues occurring within a community or nation.
The forerunners to Public Service Announcements in America can be found in the 19th century,
during the Civil War. The U.S. government ran free advertisements in newspapers to sell bonds. This
does not fit today's criteria for a PSA because the purpose was to raise money to support the war efforts of
the North. Technically, a PSA is not allowed to request funds. A few years after the Civil War ads, the
National Child Labor Committee, a non-profit organization, also ran free newspaper advertisements to
highlight the injustices of child labor in the U.S.
However, the major event that prompted the origins of Public Service Announcements as we know them
today was World War II. It was during World War II, that a council for the creation of public service
messages (propaganda) was founded. In fact, to support war efforts during World War II, many public
service messages were shared using various types of media. One well-known artifact is the poster of
Rosie the Riveter. The poster's purpose was to encourage women to support the war efforts by working in
factories. With so many men off to war, women were needed to fill the vacancies created in the
manufacturing field. As previously mentioned, many Public Service Announcements air on the radio.
However, several other media outlets can be employed to reach a population of listeners and viewers.
Some of these include posters, interviews, billboards, animations, and more. Many of these outlets use
PSA videos, rather than just audio files, to create awareness, spread information, and influence public
behavior.
Defintition.
A public service announcement (PSA) is a message in the public interest disseminated by the
media without charge to raise public awareness and change behavior. In the UK, they are generally called
a public information film (PIF); in Hong Kong, they are known as an announcement in the public interest
(API).
What is a PSA video?
Radio announcements and posters are familiar to most people. But what is a PSA video? A PSA video
takes the public service message and combines both the visual aspects of the poster and the audio aspect
of the radio announcement. With a video, the PSA can use music, a brief storyline, a re-enactment of
events, or a speech by a famous person. All these elements can create awareness for the audience of an
important issue and, if it is effective, influence public behavior. An effective PSA: is brief, has a clear
message, strikes the right tone, and catches the audience's attention.
An example of a PSA that met all these criteria is a 1987 video that warned against drug use. Young
people were cautioned not to do drugs because, if they did, their brains would be fried like an egg sizzling
in a pan. Another memorable PSA, which aired in 1971, involved a man playing the role of an Indigenous
person. A lone tear runs down his cheek as he witnesses the pollution littering the land. The stated
purpose was to influence Americans to reduce pollution and protect the environment.
Types of PSA.
Announcement
This is perhaps what immediately comes to mind when one thinks of a “PSA.” Its usual
components are a series of videos and images with a narrator or narrators delivering information to the
audience either on-screen or through a voiceover. Sometimes text alone can be just as powerful and
effective.

Documentary/Interviews
This method incorporates interviews into the PSA. This method is effective because the interviews
provide either expert testimony or stories from people who have personal experience with your topic to
support the argument that you are making. Sometimes the interviews can be accompanied by a voiceover,
or other times your interview(s) alone can be very effective.
Narrative
This style uses either a scene, montage (a collection of several short clips), or a
re-enactment/footage of true events to illustrate the point that you are trying to make. This style can allow
your PSA not only to be more creative, but also subtle, yet powerful

Elements Of A PSA

 short
 goal is to change attitudes or behavior
 use emotion
 identifying tag for the organization or cause comes at the end
What is the Purpose of Public Service Announcements?
Unlike commercials which are paid advertisements, a PSA is broadcasted for free by radio
stations and other media outlets. If it is not used to sell products, what is the purpose of a public service
announcement? The primary purpose of Public Service Announcements is to support and improve the
community by raising awareness of specific issues that impact that community. For example, a PSA can
warn the public against drunk driving or promote the use of seat belts. Such public service
announcements can influence the audience to wear a seatbelt every time they drive or choose a designated
driver when going out for drinks with friends. The public is served because the roads are safer for all with
fewer accidents and less loss of life.

What is the main purpose of a public service announcement?

The main purpose of a public service announcement is to create awareness of a particular issue. It
should be done in order to spread information and/or influence public behavior in a way that serves the
public's interest.

What defines a PSA?

The following elements define a public service announcement. It is aired on the radio or shared
via other media outlets for free; it is produced on behalf of non-profit organizations or government
agencies; it is a short message to the public in service of the public's interest; it is aimed at creating
awareness, spreading information, and/or influencing public behavior regarding a particular issue.

What are examples of PSA?

There a few well-known examples of public service announcements. Some examples include: the
egg in a frying pan that represents the brain on drugs; the portrayal of a crying Indigenous man witnessing
the polluted land; glasses of alcohol smashing into each other to discourage drunk driving; and test-
dummies flying through windshields to encourage the use of seat belts.

How to Write a Public Service Announcement

Public service announcements are for the benefit of the public, and usually contain a message that
you should take away. What do you want to say? Should you tell a story or make a bold statement? Here
are a few steps on how to write a PSA storyboard.
1. Choose an Issue
Select a topic or issue that would benefit the public. This topic may address social or
environmental issues such as bullying, littering, or industrial pollution, but also might be on a smaller
scale like “push in your chair” or “cover your mouth when you cough or sneeze.” Think about what
message you want to get across and to whom you are directing this message.

2. Hook Your Audience

A good PSA will be noteworthy for at least one reason. Maybe a PSA will grab attention because
of its comedy, shock value, emotionality, or importance to the audience. Make use of the various
character positions and expressions to demonstrate an array of emotions. Use eye-catching images in your
storyboard cells from the Storyboard That library and Photos For Class, and try not to leave much empty
white space. Use dialogue bubbles or other text boxes to explain your message. A very different, but
effective, strategy is to limit the text to a single word or slogan, or to leave text out entirely.

3. Get Your Facts Straight

Research the topic as necessary. If you have incorrect information, your message will quickly
lose its credibility. Make sure the factual information that you present, such as statistics examples, is
correct and relevant. Use a blend of figurative language, images, and jokes to prove a point, but be sure
that you are not insinuating untrue things. Choose appropriate scenes, characters, and items that enhance
your message.

4. Be Straightforward
Your public service announcement should be clear and concise. Get your point across without
dawdling. If you choose to make a more thought-provoking message, you still want your audience to
understand after a moment of consideration, rather than spend time puzzling over the higher meaning.
 CHAPTER FIVE.
ADVERTISING REGULATION.
Advertising Control of Advertising Failures.
 
Advertising Failures.
Like other institutions, advertising is prone to natural shortcomings (e.g., information is always
incomplete) and artificial ones (e.g., agreements and rules not to advertise). Legal treatises and self-
regulatory codes reveal that scores of advertising practices represent actual or potential failures that
negatively impact the market system's dependence on adequate information and effective competition,
and that impair the functioning of other institutions. Hence, control focuses on monopolistic power,
consumer deception, unfairness, and social irresponsibility, although laws and codes vary in defining
these concepts.

1.  Monopolistic Power
Producers can erect ‘barriers of entry’ to superior and cheaper products by creating and advertising
meaningless distinctions among brands. Furthermore, producers may collude to ban advertising, as in the
case of legal services. Such rarely challenged restraints reduce competition and consumer welfare even
when otherwise justified.

2. Consumer Deception
The representation of a product's features may mislead consumers acting reasonably. An advertisement
cannot be as lengthy as an instruction manual or even a label, but should it include all significant
information? This depends on how one defines ‘information.’ Do people want and need only ‘objective’
facts such as origin, ingredients, price, performance, and contra-indications? Or should information refer
to the attractiveness of a good in the context of a consumer's own buying criteria such as socioeconomic
background, personality, lifestyle, aspirations, experience, and other factors—whether rational,
emotional, or simply habitual? Thus, should government-sponsored lottery advertisements reveal that the
odds of winning are abysmally low, such lotteries pay back the smallest share of any legal game, and the
government's share is not fully or mainly used to support education or the arts, as was promised? Or
should one accept the appeal of ‘All you need is a dollar and a dream’ because it reflects the needs of
lower-income people? Both perspectives on information assume truthful communications although some
puffery is tolerated (e.g., ‘the King of beers’), and that advertisers should be able to substantiate their
claims (e.g., ‘the fastest copier’).
 3. Unfairness
‘Unfair’ means ‘not sincere, frank, honest, loyal and right’—all subjective criteria. Unfairness is
associated with particular practices such as denigrating through comparative advertising a competitive
product or firm even if the latter is in fact inferior, and playing on the fears of people even when such
fears are real (about sickness, death, social attractiveness, self-confidence, etc.) and could be alleviated
through the advertised products and services (e.g., insurance and cosmetics). Although the legal definition
of unfairness varies across countries, it usually involves: (a) malice (e.g., nobody mentions a competitor
to say good things about it), or (b) calling attention to a product's benefits (e.g., comfort or relief) while
minimizing or omitting mention of its costs (e.g., monetary harm or distress), or (c) the exploitation of the
weaker by the stronger (e.g., large retailers out-advertising smaller ones).
4.  Social Irresponsibility
Advertising should not undermine other institutions such as the state, the family, and the value system.
Thus, advertising to children is thought to weaken parental authority and to develop consumeristic
attitudes at an age where more important values should be impressed on the young. Larger and evolving
questions about societal welfare and personal happiness are also involved. As a ‘mirror of society,’ does
advertising reflect and magnify developments in ideologies and lifestyles through new symbols and habits
detrimental to these goals? Is it even part of a plot to create a ‘culture of consumption’ essential for the
capitalistic machine?

5. Extent of Advertising Failures

There are no counts of misleading, unfair, or irresponsible advertisements in the USA, but the self-
regulatory UK Advertising Standards Authority has estimated that some 2 percent of British
advertisements appear to violate some provision of its extensive Code of Advertising Practice. This is a
low rate of malfeasance, compared to other institutions (e.g., the family and the educational system) and
considering that much advertising misbehavior results from ignorance and carelessness rather than ill
intent. Still, 2 percent of millions of advertisements add up to tens or hundreds of thousands of failures
worldwide, suggesting a significant need for regulatory mechanisms to be used by competitors,
consumers, governments, and concerned citizens.
 Advertising Laws and Regulations

Advertising laws and regulations are the stipulations in place for how companies are allowed to market
their services and products to the public.

Advertising and Marketing Law

All businesses need to have strong marketing strategies in place for success, but they
must be careful to ensure that their advertising is fair and honest. Any claims made about what
the company offers are required to be lawful, truthful, and not misleading.

The rules and regulations regarding marketing apply to many aspects of a business, including:

 Product labeling
 Email and mail campaigns
 Telemarketing
 Product results claims
 Environmental and health claims

The laws of advertising and marketing encompass major topics like fair trade and honesty in
advertising. Businesses are not allowed to say whatever they want to get consumers to buy their
products. Certain claims must be proven in order to use them for marketing.

For instance, a health drink cannot claim that it will cause customers to lose five pounds in two
days unless the company has sufficient research and proof to back up that claim.

Companies cannot prey on the sensitivities of consumers simply to get more people to buy their
products. A bag cannot be advertised as being made of completely recycled materials unless it
actually is.

Trademarks are also protected under advertising and marketing law. Companies are prohibited
from infringing on one another's trademarks in any way. In order to avoid accidental trademark
infringement, businesses can perform a search online to be sure that any names, slogans, or logos
they hope to use in marketing are not protected.

Federal Trade Commission

The FTC (Federal Trade Commission) governs any marketing or advertising that takes
place in the United States through their enforced regulations. Trade practices from state to state
are also regulated by the FTC.
In an effort to keep companies honest about their products and controlled in their
advertising methods, the Federal Trade Commission regulates how products are branded and
what their labels claim, and it has rules regarding how customers may be reached. The use of
mail flyers, email announcements, phone calls, and door to door sales are all governed by the
FTC. Any labels that suggest certain health benefits, environmental features, and more are
controlled and must be warranted in order for the FTC to allow their use.
Consumers want to be able to trust what they read on labels or hear in commercials, so the FTC
is working to keep companies trustworthy. The regulations put on the advertising and marketing
world affect company operations in many ways.
 The slogan of the Federal Trade Commission is "protecting America's consumers." By
putting requirements on companies to label and advertise their services or products truthfully, the
FTC attempts to live up to their slogan. When a company makes a specific claim about their
product, the FTC requires that it be "evidence based." If a vitamin business wants to print that
their Vitamin C supplements are 99 percent effective in preventing colds, they have to show
proof of that claim.

The Division of Advertising Practices

Within the FTC, the Division of Advertising Practices works to keep consumers informed and
protected when it comes to marketing and advertising practices that are intentionally deceptive or
unfair. They pay close attention to any false advertising that could cause health or safety issues
and those that could hurt the economy. In the case that dishonest advertising is found, this
division of the FTC will bring legal action against the guilty party.

This division of the FTC gets law enforcement involved, when necessary, to help catch and
prevent fraud in advertising. There are international and federal law agencies that keep an eye on
the safety and health products out there. The Division of Advertising Practices works together
with such agencies to ensure that any health or safety claims are legitimate.

Such rules, regulations, and enforcement is very important, especially when it comes to child
safety. The FTC helps keep certain industries from targeting children, like the tobacco and
alcohol industry.

Why Advertising Laws and Regulations Are Good to Know

It is a very good idea to have a good understanding of the current advertising laws and regulations
in your area when developing a marketing strategy for a business. Meeting with an experienced lawyer
can help avoid any legal issues in the future. Advertising campaigns can be very costly and time
consuming. Understanding the appropriate advertising laws and regulations can help make sure a
company gets a great start when first putting their name out there.
If you need help with advertising laws and regulations, you can post your legal need on
UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on
UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal
experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.

THE BENEFITS OF ADVERTISING

Advertising and other forms of marketing communications are vital means of communicating
between marketers and customers. They help to create efficient markets, both nationally and
internationally, promote economic development and bring significant benefits for both consumers
and companies, as well as for society in general. Not only does advertising contribute to
economic advancement but it is also essential for free markets, fair competition, media and trade.
Advertising is an essential means to fund the media. It promotes news, entertainment and sports,
builds awareness of social issues, and thus advances access to information, consumer choice and
fosters economic development.

Advertising self-regulation promotes consumer trust. It is:

GOOD FOR CONSUMERS
PROTECTS CITIZENS
 Responds quickly and efficiently to consumer concerns
 Addresses societal changes

GOOD FOR BUSINESS

BUILDS TRUST
 Contributes to brand reputation
 Guarantees an impartial and level playing field

GOOD FOR POLICYMAKERS

COMPLEMENTS THE LAW
 Adapts to technological Developments
 Drives jobs & growth
 CHAPTER SIX.

APPEALS IN ADVERTISING AND PSA’S

Think of advertisements that stick in your head. What makes them so memorable? Is it
the product itself, or is it the techniques used to produce the ad? Advertising appeals are the
persuasive pressures that stimulate a person to buy a product or service by speaking to an
individual's needs, interests, or wants. The goal of an ad is to persuade customers, and
advertising appeals provide just the right hook to allow persuasion to occur. Advertising appeals
are designed to create a positive image and mindset about those who use the product or service,
and are a major factor of consideration for advertisers. Companies put a lot of effort into their
creative advertising strategies and use various types of appeals to influence purchasing decisions.

Advertising appeals in marketing are used to persuade consumers to buy a product by appealing
to their needs and interests. Through various examples, explore seven types of advertising appeals:
musical, sexual, humor, fear, rational, emotional, and scarcity.

TOP 10 ADVERTISING APPEALS THAT REALLY WORK

Advertising appeals refers to the approach used to attract the attention of customers or to
influence their feelings towards a brand, product or service. It is the central idea of an
advertisement and speak to an individual’s need, wants or interest and entice her to take the
desired action which generally is “Buy me”. Here are the top 10 advertising appeals that really
work.

1. Emotional appeals - Emotional appeals relate to the consumers social or physiological needs
for purchasing a product or a service. Many consumers’ purchase decisions are emotional and
are made on what they feel about a particular brand more than its features. They are designed to
make an audience associate positive feelings with your brand. These appeals generally focus on
trust, joy, love, loyalty and happiness, which you can leverage through the use of powerful music
and imagery. Examples – Jewellery ads, Ariel share the load ads

2. Sexual Appeals - Sex appeals relate to a person’s natural desire to experience romance and
appeal to others romantically. The goal of this appeal is to make people feel like they will be
more attractive, more desirable, and more likely to get the person of their dreams if they use a
certain product or take certain actions. Sex appeals capture attention, but seldom promote
product consumption. Although history has shown that sex does indeed sell or at least gets
attention. Examples – Fragrance product ads, condom ads

3. Humor Appeals - Who doesn’t like something that’s funny? Humor appeals make consumers
laugh and create an emotional link with the product. It is a proven appeal type for grabbing
attention. When consumers find something humorous, it has value because is causes them to
watch, laugh and, most importantly, remember. By capturing the viewer's attention, humor
appeals cut through advertising clutter and allow for enhanced recall and improved moods of the
viewers. The challenge with humor however is to keep the brand in the humor – so your market
associates the humor with your brand. Often it’s the humor that is remembered more than the
product. Examples – Mentos ads, Center shock ads, Fevicol ads.

4. Musical Appeals - Like humor, music is a great way for brands to get noticed and make an
audience remember their products. In addition, musical appeals can bring up positive memories
whenever someone hears a catchy tune in an ad, which goes a long way toward making them feel
good about the product being presented. The use of musical appeals allows for a connection
between the product or service and a catchy jingle or piece of music. Examples – Airtel jingle ad,
Lifebuoy “Lifebuoy hai janah tandaroosti hai wahan”, Washing powder Nirma.

5. Rational appeals - Rational appeals use logic, facts, and data to convince consumers to buy
products, and are often found in advertisements for medications, cookware, and cleaning
products. They focus on the consumers practical, functional need and utility for the product or
service. It emphasizes on either product features or its functional benefits or its problem removal
or problem avoidance attribute. Examples – mobile phone ads showing features, detergent ad
showing superior stain removal property.

6. Fear Appeals - Fear appeals focus on the negative outcomes that can happen because of an
action or inaction. Another fear tactic involves isolation. People will purchase a product to avoid
isolation from others because of bad hygiene for example in the case of toothpastes and
Deodorants. Fear appeals fit particularly well with certain types of goods and services,
particularly those products that can eliminate threats or provide a sense of personal security. For
example, fear is often used in insurance company ads, focusing on the consequences of an
untimely death. Examples – anti tobacco ads, toothpaste ads focusing on germ fighting property.

7. Scarcity appeals -  Scarcity appeals tap into people’s fear of missing out, so they’re a great
way to convince people to take advantage of a sale or a limited edition product. However, make
sure that scarcity actually applies to what you’re selling and sale is indeed a sale and is not a
permanent offer. Examples – Toothbrush Free with Toothpaste ads, ads giving gifts or lucky
coupons.

8. Bandwagon appeals – Bandwagon appeals, also known as FOMO appeals (Fear of missing
out appeals), make consumers believe that they are missing out by addressing the consumer’s
need to belong. This type of message says buy this product because everyone does. Examples –
ads showing “India’s no. 1 or most preferred brand”, “Desh ke 80% logon ne ise chuna”.

9. Favourable Price appeals – Favourable price appeals make price as the dominant point of the
message. It can be used to announce a lower price product, low prices every day. Examples – 5
Rs. Chhota coke, Vodafone’s 10 ka chhota recharge, Mc Donalds “I’m Loving it” ads

10. Competitive advantage appeals – Competitive advantage appeals make either a direct or

indirect comparison to another brand and usually claim superiority on one or more attributes.
This is also known as comparative advertising. Examples – Detergent ads showing a particular
product cleaning a cloth better than competition product, health drink ads showing more or
higher nutrients than the competition product.
Finally, certain appeals will only work for certain products – so remember what your brand
stands for and whether the strategy truly fits your brand’s characteristics.

General Principles on Advertising

 According to the Advertising Code, "all advertisement in Nigeria or directed at the Nigerian
market shall be legal, decent, honest, truthful, respectful, and mindful of Nigeria's culture,
constitutional tenets and relevant lawful enactments." Therefore, all forms of advertisement
must be legal i.e., must not be contrary to any law in Nigeria. It must also be honest and true,
respectful and cognizant of Nigeria's culture and the provisions of the constitution and local
laws.
 Models used in advertisements to promote products or services must be Nigerians except where
the concept specifically requires non-Nigerians to act in this capacity. Where the concept and
business objective of the advertisement requires non-Nigerians, the sum of N500, 000 is
required to be paid to the Advertising Standards Panel (ASP) for each content or version of the
advertisement. Due to this requirement, the ASP may also require substantial reasons for using
non-Nigerians as models from the applicant.
 According to Section 123 (1) of FCCPA, a producer, importer, distributor, retailer, trader or
service provider shall not make any false representation to a consumer in a manner that is likely
to imply any false or incorrect representation concerning those goods. Similarly, Article 84 of the
Advertising Code provides that the product advertised must conform to the descriptions as
provided in the advertisement. It must be an exact replication of the descriptions and features
as mentioned in the pages referred to above.
 The descriptions, claims or illustration in an advertisement shall be subject to empirical proof or
capable of substantiation. The ASP may require that advertisement content be substantiated
and the evidence of claims be provided for testing. This is to ensure and confirm that the claims
and illustration(s) stipulated in the advertisement are true and verifiable.
 Advertisements should not exploit, depict, or suggest sexual behaviour either in obvious or
implied context. Advertisements must be decent and should not contain statements, pictures or
illustrations which either suggest or imply sexual behaviours.
 The Advertising Code provides that the content of an advertisement including, statements and
pictures used, must not breach any Nigerian copyright or international copyright laws or
intellectual property rights. If a Company has or intends to use a third party's copyrighted works
or intellectual property rights, adequate permission should be obtained from the owner of such
right or referenced in the advertisement content.
 Advertisements should provide the price for each product in the currency of the Federal
Republic of Nigeria (i.e., Naira). Section 115(1) of FCCPA stipulates that "An undertaking shall not
display any goods or services for sale without adequately displaying to the consumer a price of
those goods or services. Also, majority of the advertisement content should be Nigerian, and
predominantly rendered in the English language as this is the applicable language in Nigeria.
 Product specifications are required to comply with the Nigerian Industrial Standards provided by
the Standards Organisation of Nigeria (SON). The SON provides standards and quality assurance
services for all products, services and processes in Nigeria in line with international best
practices. Some products require certification by the SON to verify that they conform to the
applicable National Industrial Standards or approved equivalents, and technical regulations.
 In addition to any specific sanction provided in the Advertisement Code, Article 141(b) of the
Advertising Code provides a list of sanctions which the Council of APCON shall apply where
 provisions in the APCON Act, the Advertising Code, other regulations have been breached. These
sanctions include reprimand, warning, fine, reduction of scope of licence, temporary suspension
of registration or licence, removal from the register of practice, among others.

Requirements for Advertising

Article 21 of the Advertising Code stipulates that all advertisements except those for public
service announcements, goodwill messages, obituaries and vacancies shall be presented for vetting and
approval by the Advertising Standards Panel (ASP) before exposure to the public. All media houses are
required to demand an ASP Certificate of Approval, before placing any advertisements on their platform.
This is also reiterated in the Vetting Guidelines. Any media house that exposes an advertisement without
the ASP Certificate of Approval will be liable to a minimum penalty of N500,000.
The requirements for pre-approval of advertising materials are contained in the Vetting
Guidelines. According to the Vetting Guidelines, an application must be made by an APCON registered
practitioner, which would be forwarded to the Registrar of APCON together with all the required
documents. The ASP recognizes that certain forms of advertisements may require submission to relevant
self-regulatory organizations for clearance before they are presented to it for vetting. Examples of such
organizations include; CBN, NAFDAC, NBC and FCCPC. The requirements for pre-approval of
advertising materials are stipulated below:

a. A formal application letter for vetting addressed to the Registrar/CEO APCON.

b. ASP form 001 filled and duly signed by a registered advertising practitioner not below an Associate
Member (ARPA), stating his/her APCON Registration number.

c. Product's NAFDAC Certificate or payment advice (where necessary) must be attached.

d. The Client's letter of authorization to advertise the product/service, signed by an APCON registered
practitioner.

e. The material concept/version; professionally produced copy/layout, in color must be submitted for
approval before the issuance of the ASP's Certificate.

f. Product samples of not less than 12 (twelve) units must be supplied.

g. Evidence of the product registration with the appropriate government agency.

h. Demonstrations might be necessary in some cases and advertisers or their agencies must be prepared to
provide the demonstration.

The advertisement material being vetted should not be exposed unless a Certificate of Approval
from the ASP, signed by the Registrar of APCON has been received by the applicant. An Agency which
creates and/or places for publication or exposure of an advertisement without the ASP Certificate of
Approval will be liable to a minimum penalty of N500, 000. Also, an advertiser who authorizes the
publication or exposure of an advertisement without the ASP Certificate of Approval will be liable to a
minimum penalty of N500, 000.
The approval to advertise could be withdrawn or revoked by the ASP after it has been granted, if
in the opinion of the ASP any condition for such approval has been violated, altered or changed in any
way or new facts have emerged to affect the validity or authenticity of earlier data/claims submitted by
the applicant. The approvals from the ASP contain identification codes which must be reflected in all
advertising materials.
In a recent directive released by the ASP, the ASP stated that all communication materials
regardless of the medium to be exposed must be duly vetted by APCON before exposure to the public.
These materials include internet-based advertisements and should be produced for approval before
exposure on any social media platform. It was also mentioned that the provisions of the Advertising code
should be adhered to when considering exposing internet-based advertisements and related marketing
communications.
In monitoring the compliance of advertisements with laws and regulations, APCON's Monitoring Unit, in
addition to other services, utilize the services of media monitoring agencies. Members of the ASP and
APCON also provide monitoring information. The public also report cases of unwholesome
advertisements to APCON. APCON has also been able to curb some illegal and unapproved
advertisements by monitoring advertisements. For instance, in 2013, APCON banned all alcohol
advertisements on television from Guinness Nigeria Plc. Guinness aired an advertisement outside the
prescribed periods allowed by article 39 of the APCON Code of Advertising and Promotion guidelines,
which provides that advertisements for alcohol beverages shall not be aired between 6.00am and 8.00pm
on radio and between 6.00am and 10.00pm on television. APCON also withdrew all certificates of
approval issued to Guinness for advertisement of alcoholic beverages from 2012. The ban was later lifted
after compliance by Guinness.
The Court of Appeal in APCON v. the Registered Trustees of International Covenant Ministerial
Council (ICMC) & Ors, held that religious organizations are excluded from APCON's oversight. In this
case, the Plaintiffs/Respondents filed an action against Defendant/Appellant based on a letter from the
Appellant requesting the Respondents to submit their religious advertisements for vetting. The
Respondents contested the power of the Appellant to review advertising material of a religious nature and
argued that it constituted an infraction of their Constitutional rights based on sections 10, 28, 39, 40 and
42 of the 1999 Constitution. The Federal High Court upheld the contentions of the Respondents on the
ground that the Advertising Practitioners Registration Act, Cap. 7, Laws of the Federation of Nigeria
1990 as amended by Decree No. 93 of 1992 imposed no limitations on the right to freedom of worship as
guaranteed under section 38 of the 1999 Constitution. The Appellants thereafter appealed to the Court of
Appeal which affirmed the judgment of the lower court and held that the APCON Act imposes a
restriction on the right of freedom of worship as guaranteed under section 38 of the Constitution, and
APCON has no right to compel religious organizations to produce religious materials for vetting before
being displayed, broadcast or aired. The Court also held that APCON does not possess expert knowledge
of Islamic matters, traditional religion or biblical teachings as contained in the Holy Bible to be able to
regulate the practice of the various religions.
 CHAPTER SIX.
ANALYSIS OF POLITICAL ADVERTS.

WHAT IS POLITICAL ADVERT?

Political advertising means a communication supporting or opposing a candidate for nomination
or election to a public office or office of a political party, a political party, a public officer, or a measure
that in return for consideration, is published in a newspaper, magazine, or other periodical or is broadcast
by radio or television; or appears in a pamphlet, circular, flier, billboard or other sign, bumper sticker, or
similar form of written communication; or on an Internet website.

Political advertising means any advertising displays, newspaper ads, billboards, signs, brochures,
articles, tabloids, flyers, letters, radio or television presentations, or other means of mass communication,
used for the purpose of appealing, directly or indirectly, for votes or for financial or other support in any
election campaign.

Political advertising means any information on political parties, political figures, social and
political movements and associations, their political initiatives, ideas, undertakings, etc., including any
information on their leaders and members intended for general audience, created with means and methods
of the advertising genre including election and referendum campaigns during preparation and holding
elections to public authorities and state administration bodies of any level or during announcement and
holding of a referendum as well as public opinion polls, informing voters during announcement and
holding of an election or a referendum campaign.

Political advertising means a type of propaganda in the form of audiovisual productions with the
use of advertising methods and techniques, disseminated during the elections appointment period and
during elections to state bodies and/or management bodies of any other level, containing signs of a
campaign as regards conducting a referendum or during the conducting of a referendum, disseminated
during the referendum appointment period or during the referendum, according to the procedure
stipulated by applicable laws or other regulations. The Parties hereby agree that in the context of the
present Agreement political advertising shall include public opinion polls during election campaigns,
provision of information to the electorate, advertising of commercial activities of political parties and
candidates.
 Political advertising direct or indirect propaganda placed on the TV Channel’s Air of subjects
relating to elections, such as a political party (bloc), any person involved in political activities, political
programs, views and opinions, or any information related to the aforementioned during the election
campaign period established by Ukrainian law. Political Advertising comprises the use of symbolism or
logos of parties (blocs) or other participants of political activities, as well as information on support
provided by any parties (blocs) or any other participants of election activities of shows or any other public
events, or drawing attention to participation in such events of parties (blocs) or any other subjects relating
to election campaigns. “Product Placement” - the placement of goods (services) by the TV Company in
the TV programmes/telecasts (films included) distributed on the TV Channel’s Air with or without
indicating their manufacturers and names thereof.

Political advertising campaign means the preparation, placement, promotion, publication or

dissemination of a series of linked advertisements in the course of a contract for political advertising, on
the basis of common preparation, sponsorship or funding;