Visual Rhetoric- Baahubali

Ad Council of Rochester “Excuses” Spot
(with Scott Kilbury of News10NBC)

0.00-  In this scene, at first a blank screen appears. And as the screen fades away,     a women about the age of 35 appears who is looking in the mirror with a disturbed and     rather worried expression. She is holding an earring in her hand and wearing the other one in her right ears.

0.01- Then she looks upwards to see herself, and then takes a deep breath.

0.02- And then releases her breath as a sign of concern as she looks straight into her own eyes. Also she is holding her earrings a bit more tightly in her both hands. As if something is terrifying her.

0.03- And now she is having a little bit of weird smile on her face. As if she is thinking about something deeply. And then nods her hear in a manner of saying “no.”

0.04- Then there appears a small girl sitting in the other room. She looks like the daughter of the women and appears to be at the age of 16-18 years old. She seems like writing or drawing something. The room appears to be a typical ‘girl room’ as it is having everything in the shades of purple. And she seems like fond with painting and art because of art stuff and painting wallpaper.

0.05- She is drawing something with lots of concentration.

0.06- She stopped drawing and looks upwards at the camera.

0.07- She keeps on staring at the camera as if, her eyes were saying millions of words silently. And then the women appears again still staring herself in the mirror thinking deeply.

0.08- She again takes a deep breath.

0.09- And then releases it. It looks like something might have happened in past or recently with her or with her daughter.

0.10- And the girl appears again who resumed her work i.e., drawing. But she seems upset now while drawing. As if she is drawing something that has happened with her and it hurts from inside her. Due to which there are lines of tension on her forehead.

0.11-0.12- And now her eyes are wet and seems like she is goanna cry any moment. And looks scared of some horrible old memory within her.

0.13- then an inverted drawing appears on the screen. Where she has drawn a picture of a girl and that girl is having a ‘cross sign’ on her lips. It depicts as if the girl is being made silent about not to say anything, about what had have happened with her in past or recently. According to me it is regarding molestation or sexual abuse or even rape.

0.14- and now finally the women speaks. She has her eyes fixed in the mirror and is still looking at the mirror as if she is conveying a message to every reader or viewer of the video. She is also hurt deeply and seems disturbed as her daughter is.

0.15- she is likely to be narrating her daughters story that has happened recently or in past. Because as she tells the scene changes and the daughter appears again and now looks on her left side, where the camera is. Her eyes are seeking for help or concern about the past events that has occurred with her.

0.16- she is still looking at the camera and hence speaks. The way she speaks, with her eyes wet, it is sure that something evil or horrible might have happened to her.

0.17-0.18- she continues to speak. And has tears in her eyes and is scared to tell everyone.

0.19- screen goes blank.

0.20- then the question appears, “suspect child sexual abuse?” and therefore we come to know that this is an ad about ‘child sexual abuse’ and the girl and her mother were conveying the same message to their viewers about child sexual abuse.

0.21-0.24-  and now a confidential helpline number appears below with a website also of “” even a subtext also appears, which says “find out what-if anything-needs to be done” means you can seek help regarding child sexual abuse on the give helpline number and website provided.

0.25-0.29 then a person in his house appears on the screen with his wife talking on the phone at a distance in the background in the kitchen. The person’s name is ‘Scott Kilbury’ who works in news 10 NBC. He is also agreeing with the same thing and explains or brings awareness among people. Because we can see that the sub-banner with website and helpline number flashing. And he looks confident in what he is speaking by the way of his facial expression and also the eye-contact with the camera.

0.30- the screen gets blank. The video gets over.

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