Introduction advertising unit Structure

 
 
 

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13.5.1 Meaning : 
 
Visualisation is the process of seeing through one‟s mind,s eye 
about the construction of it. It is forming initially a mental picture of 
the idea that would appear in the Advertisement. Visualisation is a 
process of creating ideas about overall construction and contents of 
the advertisement i.e. the layout, the contents, the size of 
headlines, the colours etc. Visulation takes place before the copy is 
thought of and before preparing illustrations. Visulation helps in 
converting abstract ideas into concrete forms or shape of layout of 
an advertisement. 
Visulation thus, deals with language - language of vision which 
is also a very powerful means of communication of one‟s thoughts, 
emotions, feelings, ideas etc. 
However, it differs from layout because it is an abstract form 
whereas layout is a concrete physical arrangement of things in the 
advertisement. Visualisation precedes layout and layout is the 
result of visualisation. 
13.5.2 Process of Visualization : 
 
The process of visualisation is a team work of copy writers, 
artists, producers etc. who work together to develop ad copies not 
only for press media but even for Radio, TV. and other media. 
Because of the importance of visualisation in introducing creativity 
in ad copies, the process of visualisation has become a specialised 
profession of some people who offer expertised services in 
visualisation. 
The visualiser may follow the following steps to conceptualise 
an idea for advertisement : 
1
. 
Study the product / service to be advertised
i.e. its features, 
merits, uses, etc. 
2.
Study advertising objectives
- the objective may be to 
influence the consumer or it may be to influence the dealers to 
stock the product or the objective may be to counter competitive 
advertising.