I think they were trying to make Elsa look brave and determined, that she was going to learn the truth of her heritage no matter what. However, they say a picture is worth a thousand words, and that's very true, considering not everyone interprets an image the same way.
I actually had the "harsh face" issue with the first "Twilight" posters. The image of this harsh-faced guy, hanging onto a girl who had the same look as girlfriend who had been beaten by her abusive boyfriend many times and was looking warily at the guy, with a group of creepy-looking people looming in the background, was a big turn-off for me. It wasn't until someone told me what the story was about, that I changed my mind and read the books.
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