Introduction advertising unit Structure

14.2.2 Essentials of a good illustration : 
(a) It must support and compliment the copy theme and not detract 
from it. 
(b) It must be “faithful reproduction” of the advertised product, if the 
illustration is that of the product. 
(c) The use of colour combination in an illustration must be in 
harmony with fundamental human nature, as it influences the 
emotional behaviour of individuals. 
(d) It must be simple enough to convey the ad message clearly, 
easily and quickly. 
(e) It must be suggestive in design and construction. Though 
simple, it must be attractive, appealing and beautiful to look at. 
(f) It must create a lasting impression on the mind of the reader. 
(g) It must match with the lifestyle of the target consumer. 
(h) It must occupy the proper place in the total layout of an ad. 
(i) It must be capable of reproduction in the various advertising 
media. 
(j) It must match with the headline of an ad and convey the same 
message to the reader. 
(k) It must be original, unusual, and unique in design and 
presentation in an ad. 
(l) Multiple illustrations must be used with a purpose in an orderly 
manner. 
(m) Finally, illustrations must occupy and enjoy a dominant place in 
outdoor ads like posters, or, billboards. 
14.2.3 Functions of Illustration : 
 
1. Quick Attention :
Without illustration an advertisement may look 
dull and unattractive. Illustration helps consumers to quickly 
understand the message and motivates them to buy the product. 
Therefore, illustration must capture the attention of the readers. 
2. Demonstrate the Product :
Illustration shows the product and 
its features at a glance. Illustration indicates use of the product and 
how it works. Demonstration is usually visual and it passes on the 
message immediately. 

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