Introduction advertising unit Structure

14.3.3 Types of Layout : 
 
1. Standard Layout :
It consists of a dominant illustration, 
headline, body copy and signature, generally in that order. It is 
highly popular in the field of advertising. 
2. Editorial Layout :
The advertisement resembles editorial matter 
or press reports in a publication. Main emphasis is on body copy. 
Words dominate the advertisement and illustration may be missing 
or given less importance. 

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3. Poster Layout :
Total stress is on the visual. Copy is very short 
and illustration provides details e.g., advertisements of soft drinks 
and chocolates. 
4. Cartoon Layout :
Cartoon type illustrations and matching copy 
is used to attract attention e.g., advertisement of Amul butter and 
Tortoise coil. 
5. Comic-Strip Layout :
The layout follows the pattern of the comic 
strip by telling a story with the use of sequence of drawings. 
6. Picture Caption Layout :
Pictures and captions are used to 
explain different aspects of the product or services e.g., 
advertisement of automobile or mixer grander. It is suitable to 
advertise costly consumer durable products. 
7. Picture-Cluster Layout :
The layout performs the same function 
as in the case of picture-caption layout. Captions are not used. 
Cluster of several vertical and horizontal rectangles are used. 
14.3.4 Process of Layout :
The final layout is the outcome of 
several stages. The various stages are as follows: 
1. Thought Sketch or Thumbnail Sketch :
The first stage is the 
thought sketch or thumbnail sketch. Many-a-times, artist begins 
with small, rough sketches of possible layouts. These sketches 
provide a quick and convenient way to get different design ideas. At 
first the headline and illustration are roughly prepared. The location 
of logo and body copy is indicated. The artist may prepare several 
thumbnail sketches before arriving at one that holds promise for 
further development.