A person looking at the Humane Society advertisement might overlook and not notice the black shadow of a man holding a fist. It takes a glance or two to notice the shadow, but it's coming from the left corner of the page. It extends until the man's arm extends and a fist is formed. The fist is directly above the dog's head with the intent to strike. 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 related to the dog's understanding and innocent gaze. Advertisers intend to scare the reader with the shade and hope that the reader will take action against animal cruelty. This may overwhelm the reader with anger and cause them to want to find information to help out. Advertisers use series of words to grab the reader's attention and provide more details about their ad. In the Humane Society's ad, large white letters are above the dog and in front of the shade. He says: “In a violent family everyone could be a victim.” The words “a victim” are also magnified in order 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 appear