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Alma Licona

Judith R. McCann

English 1301 Section 129

30 November 2022

The Hidden Story Behind a Picture Frame

A picture frame, a messy floor, and a fight

are the first objects and situations viewers

encounter when they first come across this

advertisement. It is easy for the public to see the

various elements the creator utilized. However,

understanding the more profound meaning of the

advertisement requires the audience to pay close

attention. It requires the public to analyze the

objects of the presented situation in order to understand what is truly happening. The Brazilian

organization, Disque-Denúncia, created this advertisement to alert and describe one of the many

domestic violence situations. The objects, the color choices, and the text at the bottom right-hand

corner allowed the creator to convey this story and bring awareness to domestic violence.

One of the many objects utilized is a picture frame. The purpose of picture frames

is to hold memories captured in time; these memories are often considered happy and joyful

recollections of one’s personal life. Take, for example, the photograph used in this advertisement.

The image is able to capture and present the relationship between a young man and an elderly

man. From this element, viewers can conclude that the bond between the two individuals is

normal and happy. Although the creator does not specify, viewers can also come to the
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conclusion that these individuals are family members; in other words, they can be father and son

or even grandfather and grandson. Nonetheless, this is the type of relationship that the creator

wants the public to get from the image. The truth, however, is far from the demonstrated perfect

relationship. Behind the frame lies a homely setting; there are frames hanging on the wall, a

dining table, and stairs. This helps convey the message that the abuse is happening in an enclosed

area. Not to mention, the encounter between the elderly man and the younger man is occurring in

the middle of the advertisement, so it is not difficult for the audience to instantly notice the

tension. Moreover, at the further end of the ad, lies the back of the frame; to put it differently, the

truth is being hidden from the outside world. Hence, people do not realize the abuse that is

occurring at home. Overall, the objects being utilized served as a warning about domestic

violence and allowed the viewers to comprehend the purpose of this advertisement. To put it

simply, the developer wants people to pay more attention to what is not being shown than to

what directly lies in front of them.

In addition to the frame, the various colors used are just as significant in strengthening

the purpose of the advertisement. For instance, if viewers closely analyze the presented image,

they will notice that the photograph is the only item with bright colors. The colors being used in

the image being held are green and yellow; artists typically use bright colors, like green and

yellow, to represent happiness, health, warmth, and excitement. The creator’s reason behind

these colors was for the viewer to believe, as previously stated, that the relationship between the

two men was completely normal, happy, and healthy. In contrast to the bright colors, the

background color is black. Dark colors, like black, represent mysteries, unhappiness, sadness,

remorse, and even death. That is the reason why the developer decided to use black as the

background color; it gave the advertisement a dark and unhappy feeling that can leave the
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audience thinking about the demonstrated situation. Along with the color choices, the lighting is

another factor that emphasizes the main idea of the advertisement. The purpose of lighting is to

make a certain element or object stand out from the background; in this case, what stood out was

the act of violence between the two men since the lighting directly points at them. This makes

the audience focus their attention on what is being shown. Overall, the colors used and the setup

of the lighting helps sustain the purpose of the ad.

Moreover, the text at the bottom right-hand corner is another element that helps

viewers understand the context and theme of the advertisement. The text notes, “DOMESTIC

VIOLENCE. IF YOU DON’T DENOUNCE IT, NOBODY WILL KNOW.” There are two

important factors within the text. The first factor is the font color of the phrase. The font color for

domestic violence is red; red is used and known to symbolize aggression, courage, and anger. In

addition, red naturally stands out from the black background, so the audience can easily observe

the text without both colors clashing. The second factor within the phrase is the capitalization

being used. The creator wrote the text in all capital letters. Text written in capital letters usually

has more impact and captures the public interest faster than text written in lowercase letters. The

purpose of this format was to strongly stress the importance that there is action that can be done

to stop and prevent domestic violence; that is the message the Brazilian organization,

Disque-Denúncia, wants the audience to obtain. In any case, the creator used not only the color

but the font size of the text to deliver the theme to the public.

To conclude, certain elements in advertisements, movie posters, album covers, and

billboards help convey the various messages creators want viewers to gain. Although it might be

simple to comprehend the purpose of some visual images, other images require viewers to

closely analyze certain elements that make up the image. The developer, of this advertisement,
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used the objects, the colors, and the text at the bottom right-hand corner to bring awareness to

domestic abuse. Understanding a visual image requires a deeper look at what is being shown; not

everything is picture-perfect.
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Work Cited

“Domestic Violence, Father, Domestic Violence Daughter, D…” Ads of the World,

28 Sept. 2022, https://www.adsoftheworld.com/campaigns/domestic-violence-father