0:01 – 0:04
The advertisement starts off with a backshot of a very young boy around the age of 10. The boy is wearing moderate clothes that look quite casual and plain. This indicates that the child does not have a very lavish lifestyle. The boy is also wearing a backpack which indicates that he goes to school. The boy is walking on a sidewalk in a casual manner so there doesn’t seem to be an impending danger or urgency in the area. This means that the child has to be in a secure neighborhood as the child can walk alone by himself. Either that or the child is walking without knowledge of the potential danger around him. There is a car driving around on a road and some street signs, but there are not much people or cars around. Not only this but the grass that is shown on the righthand side shows this is not in an urban area and more of a suburb. The area seems to be relatively peaceful and well kept so I will assume that the area isn’t a ghetto either. We also do not know if the child is going to school or is coming back from school.
The child then casually opens a wired gate. Because it is a suburb, I will assume it is either a fenced gate for a house or the gate to the school. The gate brings up some interesting questions. If there is a fenced gate, it indicates that there is at least some sort of security for the building. Also since we saw open driveways on the sidewalk, unless the jump cut into a time that was much later, we can assume that the child was going through the side gate and entering through the back if it was a home. The fact that the gate opens to a narrow dirt path with a wooden plank laying on a wall with plants all around indicates that he is entering a backyard.
He may be entering a friends house or his own house but there is no certainty as of now. However, the lack of needing a key and the ease of opening the gate shows that the child knew what he was doing and was used to opening that gate.
0:04 – 0:07
The frame shifts to see the boy entering what seems to be a kitchen, immediately taking off his bag and opening the fridge. The ease of the boy throwing the bag inside the house means that he is quite comfortable inside the house. The boy does not go back to lock the door either, so the boy definitely feels safe inside the house.
The house seems like a standard suburban home which does not seem run down. Everything is also very clean, so the house is kept in good condition. From a clock you can tell it’s around 2:35, which is around the time kids get home after a day from school. He also does not call out for anyone, so the boy was not expecting anyone to be in the house. This means this house is definitely the child’s home. This also may indicate that his parents are not there. However, we do not know the reason of the parents’ absence.It may be that the parent/parents left or that the parents are working.
On the top right it shows a handprint painting and coloring utensils. As he opens the fridge, it reveals more hand drawn pictures stuck on the fridge. All of the drawings showing the innocence of the little kid.
0:07 – 0:08
The camera is angled so it shows the boy looking inside the open fridge. However, the frame shows that there is not much food inside the fridge that he can eat. The fridge is notably clean which gives a sense of responsibility as the fridge easily could have had stains and gunk everywhere. There are three containers with food (which we assume he cannot eat, a jar of sauce, and a box of something that you cannot tell what it is (however the child doesn’t go for the food so it must not be food that the child can eat)
0:08 – 0:10
The camera now shifts to a slight opening in the fridge that shows the little child’s face. The child looks down and seems somewhat dismayed. However, the child doesn’t give a sense of huge bouts off emotion from the food so the child may be used to this lack of food. There is also another drawing in the bottom left-hand corner of a single possibly male person but it is too blurry to see the fine details. However, the picture seems to be way more intricate than the others that were shown, which indicates that maybe the boy didn’t draw the picture but potentially a sibling.
0:10 – 0:12
The camera goes back to showing more of the fridge. It shows that the child was looking at the other very few options that they have. This frame also shows more of the food, showing three more containers and some condiments (which the boy seemed to be looking at). However, the fridge still looks abysmally empty. A hand drawn photo is shown of what seems to be his family in the bottom left corner again on the fridge. The picture is comprised of two females, a male, and what seems to be either a dog or stuffed animal. The boy is most likely the child we have been seeing the entire add; the child in the middle is most likely the boy’s older sister. The oldest one is probably the mom. The mother is completely dressed in a uniform blue and quite resembles a nurse’s outfit in a hospital, which indicates that the mother may be working at the hospital while the child is at home. There is also no father in the drawing which indicates that the father left the family before the child really knew him so the father may have left early on/ before the boy was born. This also further implies that the mother must be working much harder than she normally would have in order to fill in the financial gap that the father has caused and explains why there was no one inside the house to greet the boy.
A hand drawn photo is shown of what seems to be his family in the bottom left corner again on the fridge. The picture is comprised of two females, a male, and what seems to be either a dog or stuffed animal. The boy is most likely the child we have been seeing the entire add; the child in the middle is most likely the boy’s older sister. The oldest one is probably the mom. The mother is completely dressed in a uniform blue and quite resembles a nurse’s outfit in a hospital, which indicates that the mother may be working at the hospital while the child is at home. There is also no father in the drawing which indicates that the father left the family before the child really knew him so the father may have left early on/ before the boy was born. This also further implies that the mother must be working much harder than she normally would have in order to fill in the financial gap that the father has caused and explains why there was no one inside the house to greet the boy.
0:12 – 0:13
It cuts to the boy stepping on a chair to stand up on it near the countertop. From this angle, you can see that the fridge is flooded with numerous different papers. There are some with crayon-drawn hearts and other drawings and a certificate which is either for the boy or sister for an achievement at school or it could be the mothers nursing certificate. However, it is more likely to be the former of the two as it is unlikely that something as prestigious as a nursing degree would simply be put on a fridge.
0:13 – 0:14
The boy opens up the cupboard that was out of reach to presumably find more food. This might be something the child always does or might be a search of desperation. However, there is not much food yet again. The frame shows containers such as flour, yeast, relish, and other food that the boy can’t eat or open easily. This shows that the child is looking for anything to eat and is still coming empty handed.
0:14 – 0:16
The frame shows a close-up of the boy’s face looking up at the cupboard. He seems to not reach for anything in the cupboard which means that he does not try to open the canned foods that might be able to be opened given persistence. This means either the child does not know how to open the cans or he has been explicitely told not to touch them. The boy moves his mouth in a way that conveys disappointment.
0:16 – 0:19
It shows the child standing on the floor and him walking away from the kitchen. As he walks, he looks up once more just to look down on the floor yet again.
0:19 – 0:25
A completely new person looks directly at camera speaking. The woman showed up when the boy left and had no interaction with the boy, so we can assume that the boy doesn’t know about the person. It is also assumed as it randomly cuts to the woman is talking about the boy and his circumstances, though we do not know what sh
The frame is still inside the house viewing the kitchen. Also, you can now see markings along the door at different heights and dates, indicating that the family used that to keep track of the boy’s growth and brings more empathy toward the child that didn’t eat. It also shows that there is love in the family, even though we personally can’t see the interaction. The woman does not talk with her hands and looks dead into the camera so we do not see much with body language. However, the entire time the woman had a stern look on her face which indicates seriousness.
0:25 – 0:30
It cuts to a white background with the words “Feeding America” (the logo) and “FeedingAmerica.org