Introduction advertising unit Structure

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3. Creates Right Atmosphere :
Illustration creates the right 
atmosphere by using rainfall, river and forest with the picture of the 
product. Such illustration has soothing effect on the consumers. 
4. Communicate Message :
Illustration can carry the advertising 
message quickly e.g., a bottle of perfume conveys quickly the idea 
that the perfume is being advertised. 
5. Support to Copy :
Illustration is an important part of copy. 
Pictures carry message instantly and support the message given in 
the copy. 
6. Symbolize the Quality :
The visuals used in the advertisement 
indicates power, speed, value, strength, etc. e.g. MRF Tyres - 
„Myscled Man‟, symbolizes strength and quickly of tyres. 
7. Dramatise the Advertisement :
Illustration dramatizes - story of 
the product. Illustration supports the headline of the advertisement 
by pointing out the details of the product. 
8. Provides Technical Details :
Many consumers buying 
consumer durable products are interested to know the technical 
details of the product. Advertisements of computers, washing 
machines, refrigerators and cell phones gives many technical 
details of the product through picture of the product. 
9. Lasting Impact :
Illustration can make lasting impact on the 
mind of the consumers. Seeing is more convincing than being told. 
Pictures represent reality. 
10. Fights Illiteracy :
In a country like our where a large number of 
people are illiterate, picture of a soap immediately communicates to 
all what the advertisement is about. 
14.2.4 Types of Illustrations 
There are various methods by which an illustration can be 
prepared. They are : 
1. Product Alone :
In this type, major portion of illustration is 
covered by the product for e.g. advertisement that show Colgate 
tooth paste. The purpose is to give more importance to the product 
and to create image in the minds of prospects.