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

2. 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

3. 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 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

4. 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…