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.
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