Chapter 2 is all about the appeals of pathos in visual arguments. The deciding factor of what emotion the artist wants to target can get messy. There are several emotions an ad can target in order to make its message successful. Whether its humor, anger, sympathy, sadness, or arousal, one of these emotions relates us to the ad. Sometimes an argument without a picture can only take the viewer so far. But once a visual argument is added, emotions are now more intact with what they are reading about.

            Using Emotions to Sustain an Argument is a section in chapter that explains the struggles of hitting just the right amount emotion when using visual arguments. “The technique is tricky, however. Lay on too much emotion- especially those like outrage, pity, or shame, which make people uncomfortable- and you may offend the very audiences you hoped to convince” (46).

            My photo is an example of pathos because the photo evokes sympathy for the animal. Not only does you heart break when you see the look on the puppies face, but in addition the text on the side of the ad describes the typical day of the dog makes the reader feel sorry for the dog and want to take action. Also because the ad gives the name of the dog, it gives realization that the dog is not just a “random” and too needs a family.