A person looking at the Humane Society advertisement might ignore and not notice the dark shadow of a man holding a fist. It takes a glance or two to notice the shadow, but it comes from the left corner of the page. It extends until the man's arm is extended and a fist is formed. The fist is directly above the dog's head with the intention of striking it. Advertisers know that the reader will notice an abused dog, but not necessarily the shadow of a violent man in the background. The shadow represents the dark and sad meaning of this advertisement. It shows how violence is directly linked to the dog's sympathetic and innocent gaze. The advertisers intend to scare the reader with the shadow and hope that they will take action against animal cruelty. This could eventually overwhelm the reader with anger and cause them to want to find information to help them. Advertisers use strings of words to grab the reader's attention and provide more details about their ad. In the Humane Society's advertisement, large white letters are above the dog and in front of the shadow. He says: “In an abusive family, everyone can be a victim. » The words "a victim" are also enlarged in an attempt to refer to the dog as the victim. Advertisers use words like violent, family and everyone to make the ad more dramatic. They want the ad to seem