Meaning and Definition of Layout of Advertisement Copy
Layout may be defined as the
arrangement of the various elements of an advertising copy, such as headlines,
sub-headlines, illustrations, slogans, text, and identifications and closing
idea. According to Committee on
Advertising, “Layout is a sketch which translates a sales message into an
effective compelling design.” A proper layout creates an impact on the
receiver of the message. Advertising layout is a drawing or blueprint or
diagram for an advertisement. It is a plan of presenting the message in a more
specific and compact form within the advertising space available to the target
customers. The work of the layout man in advertising resembles the work of the
architect. Layout is an advertising of headlines, sub-headlines, illustrations,
slogans, body, types and styles, display symbol in a compact and unified
message. Advertisers employ various layout techniques for attaining their
objectives.
Essential
Features or Characteristics of a Layout
The essential features or
characteristics of a layout are follows:
(1) The layout should present
the message in all respects in a compact, orderly and logical form. There
should be neither omission nor misrepresentation of any part of the message.
(2) The layout should be well
balanced.
(3) The message should be presented
properly and colours chosen carefully.
(4) The layout should provide
a natural visibility of the message.
(5) The layout should be
simple, clear, short, easily understandable, attractive and interesting.
Thus, the layout of an
advertising copy must attract attention and hold interest to stimulate desire
for a product, well balanced and complete in all respects.
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