Introduction advertising unit Structure

10. Symbolic Illustrations :
This illustration shows a reorganised 
symbol along with an idea, and the advertiser using a symbol may 
hope to identify this product with what the symbol stands for in the 
mind of the reader. 
Check Your Progress : 
1) 
“Illustration is the world of pictures”. Explain.
2) 
Explain the following terms. 
a) 
Illustration 
b) 
Product alone 
c) 
Product in use or action 
d) 
Contrast 

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14.3 LAYOUT
14.3.1 Meaning : 
A layout is a sketched plan of a proposed advertisement. It 
includes the headline, rough illustration and copy which serves as 
plan for the advertisement. Layout is a working sketched plan 
showing the size, positions and colour weight values of the different 
elements that make up the complete advertisement. Layout, thus 
refers to the total exposure of an advertisement. 
Layout is important in an advertising plan. It enables the 
advertiser to visualize how the complete advertisement will look 
when published. It also gives the printer the location of each unit in 
the advertisement. Layout is usually prepared to seek approval of 
the client and to see approval of the client and to see the overall 
impact. 
14.3.2 Features of a Good Layout : 
 
Following are the main features of good layout: 
1. Balance :
Balance in layout means achieving a proper 
distribution of weight through the arrangement of the elements. 
Balance should be maintained in size, colour shape and density of 
elements. There are two kinds of balance; formal and informal. 
Formal balancing means placing of identical or similar items on 
both the sides of optical centre. Informal balancing means 
spreading of elements at different places in the advertisement or 
have large illustration which cover a major portion from the optical 
centre. 
2. Movement :
There should be mobility in the advertisement. It 
provides a visual type of flow and sequence. It is more used in case 
of items which are mobile in nature e.g. An advertisement of an 
automobile should have illustration which shows mobility in it. 
Movement guides the render‟s eye from one element to another 
and makes sure that he does not miss anything. Movement should 
start from the left hand top corner of the advertisement to the right 
hand bottom corner.