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Regarding the legalities of the action that takes place in the advertisement, ‘Incest is illegal and thus shouldn’t be used in a humorous light or manner’ (Daughter, 2010) as such in this advertisement. Incest is not seen as okay ethically, morally and legally - and therefore should not be portrayed to be okay to all aged viewers on television. The truth is that the overwhelming majority of the population have never had feelings towards a family member- seen as abnormal, so broadcasting this action on national South African can make you feel ill at ease and uncomfortable if viewing it, especially with your family.

Regarding the ASA (2011) additional sections; anti-family and incest fall under these sections with reference to other means of immoral and wrong means in the advertisement;

Protection of children; As mentioned earlier that children are far more capable of recognising actions made to seem okay through media – okay in ‘real life,’ (Fabe, 2004) and are far more influenced than adults whom, might I add, are still influenced by media. (Example: A parent can perceive that it is seen to be okay to neglect your children and family to put work first, and therefore does so more, or continues doing it.) Thus, this advertisement goes against the protection of children – as it gives off a message which can enhance negative family life connotations regarding the storyline of the advertisement – something normally very important to children, as well as use humour to portray an illegal and ill at ease action, making illegal actions seem funny. A family is normally the ‘closest’ relationship you can have in your youth ages. If this is portrayed to be unnecessary by GM showing that family is forgotten, is not a priority and is okay to be neglected; then it can affect the child personally making the child unstable and causing, for example, violence. Children are also more sensitive to sexist images, and regarding timing of broadcasting this advertisement – this advertisement should be in off-peak times where children are generally sleeping (midnight) or at school.

Must not encourage violence: The advert doesn’t directly encourage violence but “Incestuous relationships are the cause of much horror, violence, murder and social/family dysfunction in South African society.” (Daughter, 2010) When a family is dysfunctional through incest or through a means of neglect, violence can occur. This can be seen as a reaction to how the child or adult handles the dysfunction. “In a study done by a group of psychologist’s at the Sandton Clinics children’s ward in Johannesburg (Randburg) - 68% of violence from minors was the result of a family matter or family causal influence.” (Johanee, 2009) Everyone is different, and everyone has different morals, believes and values – thus advertisers need to take everyone into account, without discriminating.

No discrimination; There is a clear discrimination towards ‘woman seen to be in general’, and inevitably ‘men to be seen in general’ in this advertisement. As this advertisement is part of a camp本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。