Illustration - Advertising


The role of the illustration in advertising is quite certain. In television and outdoor advertising, it carries the main burden. In print media, an advertising illustration - painted or photographic - attracts attention, makes you pay attention to the advertising appeal, actively take it. A small experiment confirms this. A group of 25 people was offered an advertising page, consisting of 18 references. Of these, four were with photos, three - with drawings, the rest - just text. Respondents were asked the following question: Which of the appeals presented here do you pay attention first? In their responses advertising with illustrations was noted by 22 people. The illustration thus becomes a kind of position STOP, catches the eye, delays attention.

Illustration, in addition to attracting attention, bears on itself an informative, semantic load. With the help of an illustration you can, for example, show the goods to a person, present it. Many companies use this method in their advertising today. One picture will say more than 1000 words Says the Chinese proverb. And indeed it is. Therefore, firms that advertise, for example, household appliances, actively use illustrations, presenting the goods to the consumer. Here is a vacuum cleaner, here is a coffee maker. Next to these pictures is enough to write the price of the goods and the address where it can be purchased.

Another technique in which the illustration plays the leading role, is to and after or was-became & quot ;. This technique is widely used in the advertising of cosmetic products. For example. Here's a bald man's head. But the same man, but with hair. Here is a very plump woman. Λ here it is, but built-up. And it is clear that the reason for these changes is a certain means that is advertised: a means of alopecia, shampoo, food additives, simulators, etc.

A consumer who is preoccupied with the same problems as the advertising hero will necessarily turn attention to such advertising, and even identify himself with the hero, will estimate the effect of advertising. Today, images of the "man from the street", a typical representative of the target group, the everyday situation are increasingly used. This is done in order to make it easier for the consumer to identify himself with the hero. Not a "star", but an ordinary person uses this product, a service, and everything turns out for him, that means, it will work for anyone. You just need to try, take and take advantage of the recommended.

There are a few common mistakes when using an illustration. One of them is the contradiction of the illustration to the general meaning of the advertised. It is known that the picture in advertising serves as an attracting perception by a signal. And if the picture shows a car, then, of course, the reader thinks that there are advertised cars, gas stations or auto parts. And if at this time he is busy searching for furniture for his new apartment, but does not intend to buy a car, he will simply leave this advertisement without attention after a quick glance at it. By, it turns out, the company offers not only cars, but also furniture. Such a multidisciplinary trading organization. But the picture in this case attracted the attention of only car buyers, but not buyers of furniture. It would be best to divide this advertising collage into two and in each of them to attract the attention of the required segment of the audience.

It is known that the illustration in advertising is used to create an image, an impression. One of the regional banks for an indefinitely long time used in his image advertising a painted fox, choosing this cunning animal as his symbol. Fox liked everyone, by the way, but their clients did not carry much money to the bank, preferring a competing bank that did not allow any drawings in its advertising, but the text was banal about the reliability of deposits. Apparently, the tricky fox pushed the idea that the bank is also cunning and will probably try to deceive.

Color is important in creating an image with the help of an illustration. Thus, the color spectrum is characteristic for television, illustrated magazines and outdoor advertising. In black and white newspapers, it is missing. Philip Kotler in one of his books tells of an experiment. Housewives were offered to taste four cups of coffee standing next to boxes of brown, blue, red and yellow flowers. At the same time, the concentration of coffee and its variety did not differ, but the subjects did not know about it. After the tasting, 75% of the respondents said that the coffee, located next to the brown box, is too strong. About 85% of the respondents found coffee standing next to the red box, the most flavorful and delicious. Almost everyone claimed that the coffee next to the blue box is soft. And the one that stood near the yellow box, most called weak.

This experiment confirms the observations of psychologists about the stable perception of different tones of the color scale by our consciousness. And if this is so, then you can not ignore color in advertising, because color can say a lot, replace words or transform them.


A few years ago one of the West German firms filed a complaint to Stem magazine and demanded compensation for the damage. The essence of the conflict was as follows. The company that produces margarine , posted an illustrated strip advertisement in the magazine through an advertising agency. The photograph showed a smiling pink-cheeked boy. In the advertising illustration fit and a packet of margarine. Deciphering the advertising idea was not difficult: high-quality products of the company makes people cheerful, healthy and cheerful. And if we are talking about children, then the trust in quality is doubly assured. But the idea fell through for technical reasons. When the slide was being reproduced on the magazine band, the technology of color transfer was violated, and the cheeks of the boy from pink turned to pale yellow. Instead of the conceived big man, he suddenly began to look painful. So color has destroyed the advertising idea, turning the perception in the opposite direction.

Sometimes with the help of color there is a selection of individual elements of the advertising collage. In this case it is necessary to take into account the psychology of the effect of color.

What to choose for illustration: a drawing or photograph of a famous person or "man from the street"? There is no single answer to this question. Everything depends on the situation and those advertising tasks that are solved with the help of an advertising campaign. Illustration should work on an advertising idea, and in this sense, its combination with other structural elements of the advertising collage is very important. As mentioned earlier, the discrepancy between the illustration and the text can be confusing.

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