Doc Marten Advert Evaluation

by Paige Ward

I had to research about different techniques which are used within adverts

some of these are Emotion, Benefit, Dramatic Conflict, Sex and etc… I found 5

different adverts which were examples of 5 different techniques the

techniques I chosen were exaggeration, emotion, sex, dramatic conflict and

demographic positioning. I had to watch the adverts and research about the

Narrative, so what the story of the ad was, the characters, settings and

conflicts. I also had to look at the different camera shots which they use in the

advert, think about who the target audience would be and why. Once I finished

researching about the different techniques I started researching about advertising

structures, I researched about the forms in which the advert takes for example

realist narrative, Anti- realist narrative, Animation, Documentary, Talking heads

and etc… I also researched the styles of adverts for example humorous, Surreal,

Dramatic and etc…Once I finished my research on different adverts and their

techniques I started researching about the audiences and about Quantitative and

Qualitative research. I also researched about audience classification

which includes Audience profiling, for example higher management,

Middle Management and etc…These show who would most likely buy

what for depending on where they are on the table. I also had to

research about psychographics and the groups, these groups are

mainstreamers, aspirers, succeeders, resigned, explorers, reformer and

struggler.

Once I finished all the research I had to start thinking about what

product I wanted to advertise, I started with the idea of advertising

shoes and I emailed Harry what I wanted to advertise. Once he knew

what sort of product I wanted to advertise we spoke about what sort of

shoes I could advertise and what sort of things I could include within my

advert and what sort of things I need to think about for example the

audience would want to see the shoes so make it obvious what the adverts actually about and try

to show the benefits Once I started looking at different shoe adverts I decided I was going to

advertise Doc Martens because I own a variety of pairs and it would be fairly easier since I had the

product which I was going to advertise. I had to do some research on Doc Marten boots and look

at previous adverts but their wasn’t many I found around 3 previous adverts. I looked at how they

were edited and how they shown the Doc Martens with certain camera angles and listened to

what sorts of sounds that get play in the background, the sounds were mostly songs. I used two

completely different Doc Marten adverts which were made in around the 80’s and shown how they

were different and what ideas I got from each of them.

When I finished looking at previous adverts I made a mind map of ideas which I had on mind

genius, I included how I would brand the shoes in my advert, previous adverts, how I was going to

mention places where the audience can buy Doc Marten boots from, target

audience, who would be in the advert, destination and why, how I was going to include different

colours and patterns to show how they’ve changed over the years and etc… Once I finished my

mind map I pitched it to Harry and he videoed it with my mind map behind me even though I didn’t

speak off it it shown the ideas which I had and how detailed they were.In the pitch I spoke about

what I was promoting in my advert and a brief explanation on how I’m going to advertise

them.Once I knew exactly what I was going to do I had to write my advert synopsis

and I had to relate it to my pitch and keep it around the same, after this I had a

brief idea of what I was actually doing so I put my storyboard into Adobe Illustrator

and typed in what was going to happen because this would be easier to understand

and it would fit better. Once I wrote down exactly what was happening in my

storyboard I printed them out and drawn what was happening to make it easier to

understand.

When I finished my storyboard I had an idea of what and who I was filming,

where my destination is where I’m filming and etc… So I booked the equipment

which I needed with Chris and started to fill in the tables which Harry gave us

for example the production plan, which included the production equipment

required, crewing requirements, Actors, Transport, Props/scenery and Post-

Production requirements. I also had to produce my shooting schedule this

helped me during filming with knowing what I had to film. I used this as a check

list when filming so I knew where I was while I was filming. Then I

had to fill in my risk assessment on everywhere I’m filming, this also

included certain contacts in case of emergencies. Once I finished all

my pre-production and production I printed the documents off which

I needed during filming for example my storyboard so I knew what I

had to film and go off. I booked a camera for over the weekend.

I went into town and spent majority of the day filming I wasn’t 100% sure on what exactly I was

going to do even though I had planned it out I had a few other ideas and didn’t use my storyboard

to film. I used two different Doc Martens and three different models in town which I was filming.

When I finished filming in town I filmed four different Doc Martens in Eccles on a field I kept the

background for each exactly the same because I wanted to switch a second from each at the start

and end of my advert to show the product. I like certain parts of my advert for example when

Stacey and Beth are skipping down the street, I like how it starts of a close-up of the doc martens

then zooms out to them skipping. I also like the start when the doc martens switch for a second

from each it works well with how fast they switch. Even though I like majority parts of my advert I

had some parts where I filmed indoors and when I added them into my advert after the footage

which was shot in Manchester I didn’t think it looked right or went well going straight from

outdoors to indoors. I tried the footage at different parts of my advert but I still didn’t like it so I

just deleted it and didn’t use the footage which was shot indoors. Overall I like my edit especially

the footage where they’re skipping and I think it goes well with the song which I have chosen to

use.

Instead of talking in my advert I just used 30 seconds of a song throughout of it, I used Factory girl

by The Pretty Reckless I used this song because I think the beat to the song goes well with my

advert. Instead of the song just coming straight in and out of my advert I faded it in and out

because I thought it sounded better than it just coming straight in.

The Pretty Reckless - Factory Girl.mp3

.

I changed certain parts of my storyboard because I was planning on filming in a shop because I

didn’t have time to ring them and I didn’t think about email I couldn’t ask their permission to film

in their store so I changed the footage from being inside a store to three friends wearing the doc

martens inside a house messing around. In the past when I have filmed I’ve always had someone

to do it with and filming the advert was the first time which I’ve filmed on my own and planned

everything out by myself. Even though I found this easier because there were no disagreements on

which ideas were getting used and etc… I think it would have been easier doing it with someone

else to get some extra ideas, I found filming the footage to the advert easy because I had an idea

on what I wanted to do and I had a variety of different Doc Martens which helped. When it came

to putting all the footage together I didn’t find it as easier as actually filming the footage because I

didn’t know how to start it and I didn’t like how certain parts looked with how I planned to do it on

my storyboard so I changed my ideas and I kept my advert simple. It’s mainly people walking

around and the camera focuses on the shoes more than anything else, I think it works well because

it was a wet day it shows how the Doc Martens are water proof and who I used as models don’t

seem to care about the weather during filming.

If I were to do my advert again I think I would plan it a little better and be more organised when it

came to the planning. I’d also shoot more footage than I did because by the end I was running out

of footage and had to make part of my advert a little longer and add the logo for a little longer

towards the end to make up the 30 seconds. I also think I could have shown different day-to-day

life happening for example instead of just walking down the road but also shown them with

different people for example friends, family or work colleagues. Even though I wanted to shoot

when it was rainy I think I should have thought about the wind because in some of the footage it

was obvious how windy it was with the camera and it isn’t the best quality.

Overall I think my advert promotes Doc Martens well because it shows a variety of advantages of

having them for example they’re water proof, comfy and come in a variety of different colours and

patterns. I also think I’ve shown they can go with a variety of different clothes for example

dresses, shorts, all in ones and etc…