Answer to Question 1
The three primary visual elements used in ads are illustration, design, and layout.
Illustration involves drawings, paintings, photos, or computer-generated art. It has six purposesto attract the attention of the target audience, make the brand heroic, highlight features or benefits, encourage a mood or image, stimulate reading of the body copy, or create a social context for the brand.
Design is the structure itself and the plan behind that structure for the aesthetic and stylistic aspects of a print advertisement. The goal of design is to arrange all the components of an advertisementthe illustration, headline, body copy, slogan, and any other featuresso that the ad is easy to read and visually pleasing.
Layout is the mechanical aspect of design. It is a drawing of a proposed advertisement showing where all the elements will be positioned. A layout can be thought of as the tool the designer uses to achieve a good design. As the production process progresses, layouts move from thumbnails to rough layouts to comps and then to finalized digital ads ready for the printer or Internet site.
Answer to Question 2
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