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Alma Licona

Judith R. McCann

English 1301 Section 129

14 October 2022

The Hidden Story Behind a Picture Frame

A picture frame is the first object viewers

notice when they encounter this advertisement. It is

easy to see the elements the creator utilized. However,

understanding the more profound meaning of the

advertisement requires viewers to pay close attention

and analyze the objects and elements of the situation

being presented. The organization, Disque-Denúncia,

created this advertisement to alert and describe one of

many situations of domestic violence. The elements that allowed the creator to bring awareness

to domestic violence were the utilized objects, the color choices, and the text at the bottom

right-hand corner.

The purpose of picture frames is to hold memories captured in time; these

memories are often considered happy memories. Take, for example, the picture used in this

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

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

normal and happy bond. Although the creator does not specify, viewers can also come to the

conclusion that the 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
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viewers to get from the image. The truth, however, is far from perfect. Behind the frame lies a

different setting. There is a table and stairs; this conveys that the setting is inside a home.

However, the elderly man is being pushed down the stairs by the younger man. At the further end

of the ad, lies the back of the frame; in other words, the truth is being hidden from the outside

world. Hence, people do not notice the abuse that is occurring at home. The objects the creator

utilized served as a warning about domestic abuse and allowed the viewers to comprehend the

purpose of this advertisement. To put it simply, the creator 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 picture frame, the various colors used are also significant in

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

image being held by the frame, they would notice the bright colors that are only used in that

section. The bright colors being used are green and yellow; they are typically used by artists to

represent happiness, 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 why the creator decided to choose black as the color of the background; it was to

give the advertisement a dark, unhappy, and sad feeling that can leave the viewer thinking about

the situation that is being represented. Apart from the color choices, the creator also decided to

use lighting to emphasize the main idea of the advertisement; in this case, the main focus of the

advertisement was the domestic abuse the elderly man is experiencing. Overall, the colors used

and the setup of the lighting help sustain the purpose of the advertisement.

Moreover, the text at the bottom right-hand corner is another element that helps
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the viewer understands 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 color of the phrase. The font color for

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

Naturally red stands out from the black background, so viewers can easily observe the text. The

second factor is the capitalization the creator used. The creator wrote the phrase in all capital

letters. Text written in capital letters usually has more impact than text written in lowercase

letters. The purpose behind this format was to strongly emphasize the action that can be done to

stop domestic violence; that is the purpose and message of the advertisement that the creator

wants viewers to obtain. In any case, the creator used not only the color but the font size of the

text to deliver the message to the public.

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

Billboards help convey various messages the creators want viewers to obtain. 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 creator, of this advertisement, 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