The document provides a detailed overview of the process taken by the author to create an advertisement for Doc Martens boots. This included extensive research on advertising techniques, structures, audiences and shoe advertisements. They developed a storyboard and pitched their idea before filming in Manchester over a weekend. Some indoor footage was discarded and outdoor footage was used along with a song. If they were to remake the advertisement, the author would plan it better and film more footage with a focus on different day-to-day activities rather than just walking.

1. 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

2. 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

3. 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…