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Doc Marten Advert Evaluationby Paige WardI 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 5different techniques the techniques I chosen were exaggeration, emotion, sex, dramatic conflict anddemographic positioning. I had to watch the adverts and research about the Narrative, so what thestory of the ad was, the characters, settings and conflicts. I also had to look at the different camerashots which they use in the advert, think about who the target audience would be and why. Once Ifinished researching about the different techniques I started researching about advertising structures, Iresearched about the forms in which the advert takes for example realist narrative, Anti- realistnarrative, Animation, Documentary, Talking heads and etc… I alsoresearched the styles of adverts for example humorous, Surreal, Dramaticand etc…Once I finished my research on different adverts and theirtechniques I started researching about the audiences and about Quantitative and Qualitative research. I alsoresearched 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 areon 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 withthe idea of advertising shoes and I emailed Harry what I wanted toadvertise. Once he knew what sort of product I wanted to advertise wespoke about what sort of shoes I could advertise and what sort of things Icould include within my advert and what sort of things I need to thinkabout for example the audience would want to see the shoes so make itobvious what the adverts actually about and try to show the benefitsOnce I started looking at different shoe adverts I decided I was going toadvertise Doc Martens because I own a variety of pairs and it would befairly easier since I had the product which I was going to advertise. I had to do some researchon Doc Marten boots and look at previous adverts but their wasn’t many I found around 3previous adverts. I looked at how they were edited and how they shown the Doc Martenswith certain camera angles and listened to what sorts of sounds that get play in thebackground, the sounds were mostly songs. I used two completely different Doc Martenadverts which were made in around the 80’s and shown how they were different and whatideas I got from each of them.When I finished looking at previous adverts I made a mind map of ideas which I had onmind genius, I included how I would brand the shoes in my advert, previous adverts, how Iwas 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 Ididn’t speak off it it shown the ideas which I had and how detailed they were.In the pitch I spoke about what I waspromoting in my advert and a brief explanation on how I’m going to advertise them.Once I knew exactly what I wasgoing to do I had to write my advert synopsis and I had to relate it to my pitch and keep it around the same, afterthis I had a brief idea of what I was actually doing so I put my storyboard into Adobe Illustratorand typed in what was going to happen because this would be easier to understand and itwould fit better. Once I wrote down exactly what was happening in my storyboard I printedthem 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’mfilming and etc… So I booked the equipment which I needed with Chris and started to fill in the tableswhich Harry gave us for example the production plan, which included the production equipmentrequired, crewing requirements, Actors, Transport, Props/scenery and Post-Production requirements. Ialso had to produce my shooting schedule this helped me during filming with knowing what I had tofilm. 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 assessmenton everywhere I’m filming, this also included certain contacts in case of emergencies. Once I finished all my pre-productionand production I printed the documents off which I needed during filming for example my storyboard so I knew what I hadto 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 eventhough I had planned it out I had a few other ideas and didn’t use my storyboard to film. I used two different DocMartens and three different models in town which I was filming. When I finished filming in town I filmed fourdifferent Doc Martens in Eccles on a field I kept the background for each exactly the same because I wanted toswitch a second from each at the start and end of my advert to show the product. I like certain parts of my advertfor 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 fastthey switch. Even though I like majority parts of my advert I had some parts where I filmed indoors and when I added them into myadvert 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 shotindoors. When editing my advert instead of using the footage of the doc martens I made them into JPEG images because Harry said itwould be easier to use them when using the amount of shots of them I did towards the end of my advert. Overall I like my edit especiallythe 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 songbecause 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 left afew seconds where the doc martens get shown at the beginning with no music then I added the music as they start skipping. The musicstarts off louder I think this works well because of the drum beat at the start. Then towards the end of the song I faded it out as the Docmarten logo comes on.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’tthink 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 friendswearing the doc martens inside a house messing around. In the past when I have filmed I’ve always had someone to do it with andfilming the advert was the first time which I’ve filmed on my own and planned everything out by myself. Even though I found this easierbecause there were no disagreements on which ideas were getting used and etc… I think it would have been easier doing it withsomeone 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 Ihad a variety of different Doc Martens which helped. When it came to putting all the footage together I didn’t find it as easier asactually 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 iton my storyboard so I changed my ideas and I kept my advert simple. It’s mainly people walking around and the camera focuses on theshoes 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 Iused 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 shootmore 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 addthe 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 lifehappening for example instead of just walking down the road but also shown them with different people for example friends, family orwork colleagues. Even though I wanted to shoot when it was rainy I think I should have thought about the wind because in some of thefootage 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’rewater 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 differentclothes for example dresses, shorts, all in ones and etc…