Heroes and....antiheroes

Raffaello Sanzio, "Saint Michael tramples Satan"

Louvre, Paris (1518)

Light and dark may be used as metaphors. Heroes and heroines dress in light colors, bad figures are related to dark elements.

"The night is long which never finds the day"

John Singer Sargent, "Ellen Terry in the role of Lady Macbeth" (detail), 1889Tate, London

Metaphors of light and darkness are used in Macbeth by William Shakespeare to illustrate important themes such as evil and dishonest gain.

For example, Shakespeare uses the metaphor of darkness to illustrate Macbeth's slide towards depravity. He cannot face his deeds but needs the dark to hide what he is doing:

  Stars, hide your fires

  Let not light see my black and deep desires

  (i.iv.50-51)

Get rid of your bad dreams

Photographers and artists are always looking at light as the key element in any composition, which is certainly extremely important for dark advertisements.

Dark ads are usually used to portray a scary situation, or a serious issue, creating a dramatic impact. Light represents a way to overcome problems and solves negative situations.