Doc marten advert evaluation


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Doc marten advert evaluation

  1. 1. Doc Marten Advert Evaluationby Paige WardI had to research about different techniques which are usedwithin adverts some of these are Emotion, Benefit, DramaticConflict, Sex and etc… I found 5 different adverts which wereexamples of 5 different techniques the techniques I chosen wereexaggeration, emotion, sex, dramatic conflict and demographicpositioning. I had to watch the adverts and research about theNarrative, so what the story of the ad was, the characters, settings andconflicts. I also had to look at the different camera shots which they usein the advert, think about who the target audience would be and why.Once I finished researching about the different techniques I startedresearching about advertising structures, I researched about theforms in which the advert takes for example realist narrative, Anti-realist narrative, Animation, Documentary, Talking heads and etc… Ialso researched the styles of adverts for example humorous,Surreal, Dramatic and etc…Once I finished my research ondifferent adverts and their techniques I started researchingabout the audiences and about Quantitative and Qualitativeresearch. I also researched about audience classificationwhich includes Audience profiling, for example highermanagement, Middle Management and etc…These show whowould most likely buy what for depending on where they are on the table. I also hadto 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 aboutwhat product I wanted to advertise, I started with the idea ofadvertising shoes and I emailed Harry what I wanted toadvertise. Once he knew what sort of product I wanted toadvertise we spoke about what sort of shoes I could advertiseand what sort of things I could include within my advert andwhat sort of things I need to think about for example the audience would want tosee the shoes so make it obvious what the adverts actually about and try to showthe benefits Once 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 be fairly easiersince I had the product which I was going to advertise. I had to do some research onDoc Marten boots and look at previous adverts but their wasn’t many I foundaround 3 previous adverts. I looked at how they were edited and how they shownthe Doc Martens with certain camera angles and listened to what sorts of soundsthat get play in the background, the sounds were mostly songs. I used two
  2. 2. completely different Doc Marten adverts which were made in around the 80’s andshown 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 hadon mind genius, I included how I would brand the shoes in my advert, previousadverts, how I was going to mention places where the audience canbuy Doc Marten boots from, target audience, who would be in theadvert, destination and why, how I was going to include differentcolours and patterns to show how they’ve changed overthe years and etc… Once I finished my mind map Ipitched it to Harry and he videoed it with my mind mapbehind me even though I didn’t speak off it it shown the ideas which Ihad 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 toadvertise them.Once I knew exactly what I was going to do I had to write my advertsynopsis and I had to relate it to my pitch and keep it around the same, after this Ihad a brief idea of what I was actually doing so I put my storyboard into AdobeIllustrator and typed in what was going to happen because this would be easier tounderstand and it would fit better. Once I wrote down exactly what was happeningin my storyboard I printed them out and drawn what was happening to make iteasier to understand.When I finished my storyboard I had an idea of what and who I wasfilming, where my destination is where I’m filming and etc… So Ibooked the equipment which I needed with Chris and started to fillin the tables which Harry gave us for example the production plan,which included the production equipment required, crewingrequirements, Actors, Transport, Props/scenery and Post-Production requirements. I also had to produce myshooting schedule this helped me during filming withknowing what I had to film. I used this as a check list whenfilming so I knew where I was while I was filming. Then Ihad to fill in my risk assessment on everywhere I’mfilming, this also included certain contacts in case ofemergencies. Once I finished all my pre-production and production I printed thedocuments off which I needed during filming for example my storyboard so I knewwhat 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 whatexactly I was going to do even though I had planned it out I had a few other ideasand 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 Ifilmed four different Doc Martens in Eccles on a field I kept the background for eachexactly the same because I wanted to switch a second from each at the start and end
  3. 3. of my advert to show the product. I like certain parts of my advert for example whenStacey and Beth are skipping down the street, I like how it starts of a close-up of thedoc martens then zooms out to them skipping. I also like the start when the docmartens 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 indoorsand when I added them into my advert after the footage which was shot inManchester I didn’t think it looked right or went well going straight from outdoorsto indoors. I tried the footage at different parts of my advert but I still didn’t like itso I just deleted it and didn’t use the footage which was shot indoors. Overall I likemy edit especially the footage where they’re skipping and I think it goes well withthe song which I have chosen to use.Instead of talking in my advert I just used 30 seconds of a song throughout of it, Iused Factory girl by The Pretty Reckless I used this song because I think the beat tothe song goes well with my advert. Instead of the song just coming straight in andout of my advert I faded it in and out because I thought it sounded better than it justcoming straight in.The Pretty Reckless - Factory Girl.mp3.I changed certain parts of my storyboard because I was planning on filming in ashop because I didn’t have time to ring them and I didn’t think about email Icouldn’t ask their permission to film in their store so I changed the footage frombeing inside a store to three friends wearing the doc martens inside a housemessing around. In the past when I have filmed I’ve always had someone to do itwith and filming the advert was the first time which I’ve filmed on my own andplanned everything out by myself. Even though I found this easier because therewere no disagreements on which ideas were getting used and etc… I think it wouldhave been easier doing it with someone else to get some extra ideas, I found filmingthe 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 thefootage together I didn’t find it as easier as actually filming the footage because Ididn’t know how to start it and I didn’t like how certain parts looked with how Iplanned to do it on my storyboard so I changed my ideas and I kept my advertsimple. It’s mainly people walking around and the camera focuses on the shoesmore than anything else, I think it works well because it was a wet day it shows howthe Doc Martens are water proof and who I used as models don’t seem to care aboutthe weather during filming.If I were to do my advert again I think I would plan it a little better and be moreorganised when it came to the planning. I’d also shoot more footage than I didbecause by the end I was running out of footage and had to make part of my
  4. 4. advert a little longer and add the logo for a little longer towards the end to makeup 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 shownthem with different people for example friends, family or work colleagues. Eventhough I wanted to shoot when it was rainy I think I should have thought aboutthe wind because in some of the footage it was obvious how windy it was with thecamera and it isn’t the best quality.Overall I think my advert promotes Doc Martens well because it shows a varietyof advantages of having them for example they’re water proof, comfy and come ina variety of different colours and patterns. I also think I’ve shown they can go witha variety of different clothes for example dresses, shorts, all in ones and etc…