Copyright Law not only protects the owners of the intellectual property but also those that are using it under fair use. It gives the owner of the work certain rights for a period of time. Copyright law covers the following things: Literary, Musical, Dramatic, Pantomimes and choreographic works, Pictorial, graphic, and sculptural works, audiovisual works, sound recordings, derivative works, compilations, architectural works. Typically there are four very important factors determining when fair use can be used.
The purpose and character of the use, including whether such use is of commercial nature or is for nonprofit educational purposes.
The nature of the copyrighted work.
The amount and substantiality of the portion used in relation to the copyrighted work as a whole.
The effect of the use upon the potential market for, or value of, the copyrighted work.
This correlates to the field of advertising because there are so many instances making commercials where advertising practitioners must ask for permission or pay a fee to use other peoples intellectual property. Following copyright is so important because you do not want to get in legal trouble for using a song or icon that is not yours.
I embedded a video from youtube of a Harvard professor talking about copyright law. I chose this video because Harvard is one of the most respected institutions.
I thought that the video from PBS about kids growing up on the Internet was so interesting, entertaining, and thought provoking. It was such a broad video and encompassed many of the things that parents worry about involving the internet and children. It was heartbreaking to hear about the boy who committed suicide because of cyberbullying. Many parents were scared because of the privacy that the kids have and the secret lives they could be living. The mother who had the computer in the kitchen was doing it the right way because she could see what her kids were doing. As to where some parents admitted that they had computers in their kids rooms and were not always able to keep an eye on them. They even looked into schools and what they are doing using the new technology and how they can grasp the attention of their students. I was shocked to hear about the secret world "Autumn" was living in on MySpace with her parents having not idea. Although the internet can be frightening it is something parents should talk to their children about and educate them on how to use the internet safely.
This applies to advertising and in fact it was even briefly mentioned by a teacher. Since kids and adults are shifting their media habits to the computer, advertising agencies and experts have had to figure out how to promote products on the internet. Teens are watching less TV and are spending more time on the internet. How do advertisers reach these teens using this relatively new medium?
I found a brief but very interesting video on Youtube click here to watch it. I liked it because it wasn't discussed in the TV segment that we watched for class. However it looked at factors in middle school students that would make them more likely to be addicted to the internet. I could see how someone with ADHD is more apt to be addicted because there is so much to do on the internet. And the same thing for a girl who is depressed because they might be looking for people to reach out to on the internet.
