Writing an Advertisement

3. Illustrations

An illustration acts in much the same way as a headline. Again, it must interest your target market.

3.1 A relevant illustration can help to attract attention.

• A photograph showing the product in action, with happy and attractive people, can be very effective.
• A cartoon can be effective in some publications. Line drawings are good for technical products, cutaway illustrations and pictures of houses which have not yet been built.
• An experienced photographer or illustrator can usually come up with good ideas, and can make even boring or ugly products look interesting.
• If you have nothing to illustrate, do not include illustrations just for the sake of it.

3.2 The quality of the illustration will reflect on your product.

• Use a professional who has experience of your subject, as illustrators tend to specialise.
• Show the photographer or illustrator the proposed layout for your advertisement, so that the professional can shoot (or draw) to match.
• A cheap, poor quality illustration will make your product look cheap and poor quality.Black and white photographs reproduce better if your advertisement is to be printed in black and white.

3.3 An illustration will increase your costs.

• You usually have to pay for a photographer or illustrator, or for the right to use a 'stock shot' from a picture library.
• If you have to run a colour ad to make your illustration effective, your advertising costs will be much higher.