The document provides a summary of the process taken to create an advertisement for Doc Marten boots. It describes researching advertising techniques and structures. Storyboards and production documents like schedules and risk assessments were created. Footage was filmed in Manchester of models wearing different Doc Martens in various outdoor settings. Some indoor footage was deemed unsuitable. The ad uses a song and focuses on quick cuts between shots of the boots. Reflections on improvements are provided, such as planning better and filming more varied scenarios.

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 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

2. 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. When editing my advert instead of using the footage of the doc martens I made them into JPEG images because Harry said it
would 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 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 left a
few seconds where the doc martens get shown at the beginning with no music then I added the music as they start skipping. The music
starts 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 Doc
marten 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’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…