Introduction advertising unit Structure

2. Roughs Layout :
The second stage is the rough layout, which is 
a refinement of the thought sketch. Some artists prefer the start 
with a rough layout, bypassing the thumbnail sketch stage. One or 
more rough layouts may be prepared. In this case headlines, 
slogan and illustrations are roughly drawn. 
3. Finished Layout :
When a final rough layout is selected, then it 
is transformed into a finished layout. This layout is much more 
detailed and carefully drawn than the rough layout. The illustration 
is more or less finalised. Headlines are carefully executed, and 
body copy is neatly ruled in the lines and blocks of copy of varying 
lengths to indicate intention and paragraphs. This layout is normally 
shown to the client for approval. 

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4. Comprehensive Layout :
Sometimes, the artist may prepare a 
comprehensive layout. It is more complete in respect of art work, 
headline and slogan. Some times such layout look more beautiful 
than the final ad. If it is photograph, the artist will paste the 
photograph on the layout. Comprehensive layouts may be prepared 
to give the client a clear idea about the final ad. 
5. Working or Mechanical Layout :
Really speaking these are not 
actually layouts. These are blueprints for production. The working 
layouts indicate the exact placement of all the elements in the ad 
specifies typeface and size and includes relevant instruction for the 
typographer and engraver. The final ad is prepared from the 
working layout. 
14.4 SUMMARY 
An illustration
is a picture, photograph or drawing that is used 
in the advertisement to convey visually the idea or message of the 
advertisement. A good illustration
 
must support and compliment the 
copy theme having harmony colour combination, simple to convey 
the ad message, suggestive in design and construction, creating a 
lasting impression, matching with the lifestyle of the target 
consumer, matching with the headline.
A layout
is a sketched plan of a proposed advertisement. It 
includes the headline, rough illustration and copy which serve as 
plan for the advertisement. The main features of good layout are: 
Balance, Movement, Gaze motion, Structural motion, Proportion, 
Whide space, Unity, Clarity, Simplicity, Emphasis etc.