Task 2- Advert analysis and semiotics

The denotation of the 'Brilliant Broom 900' ad is the broom. This is because; we are trying to persuade viewers to buy our product in order to help those lead better lifestyles. The ‘Brilliant Broom 900’ is a versatile and resourceful product as; the broom is not limited to perform one job. This is because the 'Brilliant Broom 900' can be used for exercise, cleaning dirt off from the carpet and help save money financially as it cost 99p. The multi-purpose broom is noiseless and doesn’t irritate anyone who is sensitive to noises.

The type of shots that were used during the ad was long shot to capture the product we wanted to sell. By doing the long shot, viewers are able to see the product dimensions more clearly and the aesthetics of the product. Throughout the ad, a demonstration was done to show to the viewers on how to use the product in numerous ways e.g. cleaning dirt from the floor, or for exercise uses. We decided to demonstrate with a packet of crisp as; crisps can break into a million of pieces which can be hard and tiring to clean up at times. Therefore, we decided to use the ‘Brilliant Broom 900’ to show viewers on how to clean up minor messes in such a short time scale. It is really important that we used the long shot as; it makes sure that every detail of the prop fits within the composition of the frame.

The music that was used during the ad was called 'Jim Carrey I've got the power' to show that anyone can use the broom and eliminate any type of dirt in minutes. The music has an upbeat, optimistic feel when listened to. The reason why we chose to use this background music is, it is catchy and fits in the context of the advertisement. The phrase ‘I’ve got the power’ can empower many households to start changing their lifestyle and save a bit of money.  The reason why we placed the music at the end of the ad is, to create a more stronger and dramatic ending. This might motivate viewers at home to quickly purchase the 'Brilliant Broom 900'.

The mise en scene of the place we shot our advertisement is in the college near an outside area. The type of clothing we wore during our ad was casual clothing as, it seems relatable to what many viewers might wear at home. If we did take a glamourous, a-list approach towards our advertisement it might grab the wrong attention and be totally out of context in what we are trying to endorse. While filming our advertisement, we decided to demonstrate on how the 'Brilliant Broom 900' work by using a carpet flooring as, in many households carpet flooring are popular and common. The type of props we used while filming our ‘Brilliant Broom 900’ad is a broom. As the broom is the central focus on what the viewers should concentrate on. Natural light was mainly used in our advertisement as, the light was coming directly from outside to create a more natural, daylight effect. This is because; in our advertisement we wanted the natural daylight from outside therefore, we decided to film our advertisement in an open area which we have access to more daylight.

The software we used to edit and perfect are ad is called 'Adobe Premiere Pro'. By using this type of software, we were able to put our ad together and add background music. The filming of the ad was done by phone, and we filmed each section separately so we can individually edit each part and make it flow like a sequence when we put our ad together. By using this new software, I learnt a range of new editing techniques and how to place background music on.

The logo of the ad is called 'Brilliant Broom 900' which is the name of the broom we want to sell to our audience. The slogan of the advertisement is called ‘save money, save time, save health’. This clearly emphasises on the verb ‘save’ as we want many viewers to ideally save and cut down the amount of electricity being used to power the hoover. The caption of the advertisement in YouTube is called ‘Brilliant Broom 900'.

The type of persuasive technique that was included in our ad is emotional appeal and punishment as; we included facts and statistics which instantly connected with the audience. We used everyday examples which many households might suffer from e.g. lifting the heavy hoover around, storing it, tripping over the Hoover’s wire or paying extra money to fix a technical problem etc. By using this type of persuasive technique, it really reaches out to many viewers who might watch this ad and draw an emotional connection between them. This is because; hoovers can have a downside of breaking down which is complicated to repair while, brooms can be easily replaced by going to the local stores.

Another persuasive technique that has been used is repetition as, the phrase ‘Brilliant’ is constantly repeated to create an emphasis on how significant it is to purchase the ‘Brilliant Broom 900’.By repeating the phrase numerous times, many people who watch the ad will start to consider how wonderful and brilliant the product is. The technique bandwagon was used, when the phrase 'Join the club' was said at the end of the ad. This shows that, many people in their households already have a broom so why don't you purchase your broom today.

The connotations of the noun ‘broom’ can suggest cleanliness and hygiene as, the broom help people to clear up any undesired stains or rubbish. The meaning behind the 'Brilliant Broom 900' is to help people in numerous ways as; hoovers can be heavy and annoying to pull around especially if anyone in particular suffers from back problems. The broom is really easy to store as, it only needs a little corner for the broom to balance and stand on its own. The broom doesn't create much noise than the hoover which means that, people who are sensitive to noises are alright to be around the broom as it doesn't make any noises.

The social/cultural context of the Brilliant Broom 900 ad can be misinterpreted into being an outdated, old-fashioned item as; hoovers have recently been a technological invention. This might put many people off from buying the broom as hoovers can perform many functions. Brooms were ideally popularised around the golden era as it had many symbolic meaning which traditions refer to. For example, in Canada the ‘Metis people’ have a broom dancing tradition. Also, in African-American ‘Jumping the broom’ is a wedding tradition and during World War II, American submarine crews would raise a broom onto their boat's fore-truck when arriving to port to show that they had "swept" the seas clean of enemy shipping. However in LIC countries, brooms are prevalent and widespread due to the lack of money to afford expensive technologies. But in HIC countries, the use of brooms are declining as, hoovers are widely accessible to everyone. This is because; in HIC countries many people have the money to afford hoovers. Many people who live in rural areas might prefer the broom as; the loud sounds of the hoover can disrupt the tranquillity and peacefulness of an environment. In the 21st century brooms have definitely loss important due to the invention of hoover. But brooms can be excellent cleaning appliances as, it doesn't ruin the texture or the material of the carpet.