The visual argument is effective through its design and appeals of logos and pathos. The design of the poster leads to a greater overall effectiveness because of the style choice. De-motivational are a very popular item on the web. Most of them are simply humorous pictures, poking fun at the common motivational posters found in many offices and classrooms. However, some, like the visual argument above, offer good social commentary on real world issues. By placing the image into the de-motivational poster format, the viewer understands the ridiculousness of the image of the truck. Without the poster format it would be difficult for the viewer to understand the claim being made by the visual argument. Although meant to be humorous, the de-motivational poster offers a lot of insight into the problems with the advertisement on the truck.