A display apparatus comprising: a display; a communicator configured to communicate with an external device; a memory storing one or more instructions; a controller comprising at least one processor configured to: execute the one or more instructions stored in the memory to obtain an image; obtain information about a first distance corresponding to a distance between a front surface of the display apparatus and a wall behind the display apparatus; obtain a first thickness based on the information about the first distance; generate a virtual picture frame having the first thickness; generate a second image by displaying the obtained image in the virtual picture frame; apply a shadow effect to at least one side of the image to give the appearance that a shadow is cast by the virtual picture frame having the first thickness; control the display to display the second image which includes the virtual picture frame and the image having applied thereto the shadow effect in the virtual picture frame having the first thickness; and a user interface configured to receive a certain instruction or information, wherein the processor is further configured to execute the one or more instructions to: display a user interface screen image for receiving information about the first distance; and control the user interface to receive information about the first distance from a user, wherein the first thickness is identical or proportional to the first distance, wherein the at least one processor is further configured to: adjust an intensity of the shadow effect to be proportional to the first distance in order to generate a depth impression of the image that is the same as a depth impression of the wall behind the display apparatus based on the information about the first distance. a display; a communicator configured to communicate with an external device; a memory storing one or more instructions; a controller comprising at least one processor configured to: execute the one or more instructions stored in the memory to obtain an image; obtain information about a first distance corresponding to a distance between a front surface of the display apparatus and a wall behind the display apparatus; obtain a first thickness based on the information about the first distance; generate a virtual picture frame having the first thickness; generate a second image by displaying the obtained image in the virtual picture frame; apply a shadow effect to at least one side of the image to give the appearance that a shadow is cast by the virtual picture frame having the first thickness; control the display to display the second image which includes the virtual picture frame and the image having applied thereto the shadow effect in the virtual picture frame having the first thickness; and execute the one or more instructions stored in the memory to obtain an image; obtain information about a first distance corresponding to a distance between a front surface of the display apparatus and a wall behind the display apparatus; obtain a first thickness based on the information about the first distance; generate a virtual picture frame having the first thickness; generate a second image by displaying the obtained image in the virtual picture frame; apply a shadow effect to at least one side of the image to give the appearance that a shadow is cast by the virtual picture frame having the first thickness; control the display to display the second image which includes the virtual picture frame and the image having applied thereto the shadow effect in the virtual picture frame having the first thickness; and a user interface configured to receive a certain instruction or information, wherein the processor is further configured to execute the one or more instructions to: display a user interface screen image for receiving information about the first distance; and control the user interface to receive information about the first distance from a user, display a user interface screen image for receiving information about the first distance; and control the user interface to receive information about the first distance from a user, wherein the first thickness is identical or proportional to the first distance, wherein the at least one processor is further configured to: adjust an intensity of the shadow effect to be proportional to the first distance in order to generate a depth impression of the image that is the same as a depth impression of the wall behind the display apparatus based on the information about the first distance.