Doc Marten Advert Evaluationby Paige WardI had to research about different techniques which are used within adverts some of these areEmotion, Benefit, Dramatic Conflict, Sex and etc… I found 5 different adverts which were examplesof 5 different techniques the techniques I chosen were exaggeration, emotion, sex, dramaticconflict and demographic positioning. I had to watch the adverts and research about theNarrative, so what the story of the ad was, the characters, settings and conflicts. I also had to lookat the different camera shots which they use in the advert, think about who the target audiencewould be and why. Once I finished researching about the different techniques I started researchingabout advertising structures, I researched about the forms in which the advert takes for examplerealist narrative, Anti- realist narrative, Animation, Documentary, Talking heads and etc… I alsoresearched the styles of adverts for example humorous, Surreal, Dramatic and etc…Once I finishedmy research on different adverts and their techniques I started researching about the audiencesand researched about Quantitative and Qualitative research. I also researched about audienceclassification this included Audience profiling for example higher management, MiddleManagement and etc… I also had to research about psychographics and the groups for examplemainstreamers, aspirers, succeeders, resigned, explorers, reformer and struggler. This was all theresearch which I did.Once I finished all the research I had to start thinking about what product I wanted to advertise, Istarted with the ideas of shoes and told Harry what I wanted to advertise. We spoke about whatsort of shoes I could advertise and what sort of things I could include within my advert and whatsort of things I need to think about for example the audience would want to see the shoes so makeit obvious what the adverts actually about and try to show the benefits. I then decided I was goingto advertise Doc Martens because I own a variety of pairs and it would be fairly easier since I hadthe product which I was going to advertise. I had to do some research on Doc Marten boots andlook at previous adverts and their wasn’t many I found around 3 different previous adverts. Ilooked at how they were edited and how they shown the Doc Martens with certain camera anglesand listened to what sorts of sounds that get play in the background. I used two completelydifferent Doc Marten adverts which were made in around the 80’s and shown how they weredifferent and what ideas I got from each of them.When I finished looking at previous adverts I made a mind map of ideas on mind genius, I includedhow I would brand the shoes in my advert, previous adverts which I looked at, how I was going tomention places where the audience can buy Doc Marten boots from, target audience, who wouldbe in the advert, destination and why, how I was going to include different colours and patterns toshow how they’ve changed over the years and etc… Once I finished my mind map I pitched it toHarry and he videoed it, I spoke about what I was promoting in my advert and a brief explanationon how I’m going to advertise them. I then had to write my advert synopsis and I had to relate it tomy pitch and keep it around the same, after this I had a brief idea of what I was actually doing so Iput my storyboard into Adobe Illustrator and typed in what was going to happen because thiswould be easier to understand and it would fit better. Once I wrote down exactly what washappening in my storyboard I printed them out and drawn what was happening to make it easierto understand.
When I finished my storyboard I had an idea of what I was filming, who, my destination and etc…So I booked the equipment which I needed and started to fill in the tables which Harry gave us forexample the production plan, which included the production equipment required, crewingrequirements, Actors, Transport, Props/scenery and Post-Production requirements. I also had toproduce my shooting schedule this helped me during filming with knowing what I had to film. Iused this as a check list when filming so I knew where I was while I was filming. Then I had to fill inmy risk assessment on everywhere I’m filming, this also included certain contacts in case ofemergencies. Once I finished all my pre-production and production I printed the documents offwhich I needed during filming for example my storyboard so I knew what I had to film and go off. Ibooked 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 wasgoing to do and didn’t use my storyboard to film. I used two different Doc Martens and threedifferent models in town which I was filming. When I finished filming in town I filmed four differentDoc Martens in Eccles on a field I kept the background for each exactly the same because I wantedto switch a second from each at the start and end of my advert to show the product. I like certainparts of my advert for example when Stacey and Beth are skipping down the street, I like how itstarts of a close-up of the doc martens then zooms out to them skipping. I also like the start whenthe doc martens switch for a second from each it works well with how fast they switch. Eventhough I like majority parts of my advert I had some parts where I filmed indoors and when Iadded them into my advert after the footage which was shot in Manchester I didn’t think it lookedright or went well going straight from outdoors to indoors. I tried the footage at different parts ofmy advert but I still didn’t like it so I just deleted it and didn’t use the footage which was shotindoors. Overall I like my edit especially the footage where they’re skipping and I think it goes wellwith the song which I have chosen to use.In the past when I have filmed I’ve always had someone to do it with and filming the advert wasthe first time which I’ve filmed on my own and planned everything out by myself. Even though Ifound 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 foundfilming the footage to the advert easy because I had an idea on what I wanted to do and I had avariety of different Doc Martens which helped. When it came to putting all the footage together Ididn’t find it as easier as actually filming the footage because I didn’t know how to start it and Ididn’t like how certain parts looked with how I planned to do it on my storyboard so I changed myideas and I kept my advert simple. It’s mainly people walking around and the camera focuses onthe shoes more than anything else, I think it works well because it was a wet day it shows how theDoc Martens are water proof and who I used as models don’t seem to care about the weatherduring filming.If I were to do my advert again I think I would plan it a little better and be more organised when itcame to the planning. I’d also shoot more footage than I did because by the end I was running outof footage and had to make part of my advert a little longer and add the logo for a little longertowards the end to make up the 30 seconds. I also think I could have shown different day-to-daylife happening for example instead of just walking down the road but also shown them withdifferent 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 itwas 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 ofhaving them for example they’re water proof, comfy and come in a variety of different colours andpatterns. I also think I’ve shown they can go with a variety of different clothes for exampledresses, shorts, all in ones and etc…