The outer atmosphere of a cool red giant star is an ideal locale for the operation of line fluorescence processes. Low plasma densities imply low rates of collisional de-excitation and thus allow radiative decay of levels populated by selective radiative pumping. There are many strong sources of line radiation (i.e. possible pumps) and numerous possible upward transitions from highly populated low-lying levels of abundant elements such as Fe II, thus providing many chance coincidences between potential pumps and lines to be pumped. These conditions ensure that many of the chromospheric emission features observed in the UV spectrum of such a star are affected by fluorescence. Many of the observed emission features originate from energy levels populated solely by radiative fluorescent excitation, including strong lines of S I, O I, CO, Ni II, Si I, Fe I and Fe II, as well as weaker lines from Cr II and Co II. Important pumps active in these atmospheres include hydrogen Lyman alpha, and individual lines of 0 I, C I, Si II, Fe II, and Mg II. In the case of Fe II, there are many additional features arising from upper levels whose populations, although primarily maintained by collisions, are also significantly affected by radiative fluorescent excitation. In fact, there may be virtually no level in Fe II not affected to one degree or another by direct decays or cascades down from levels populated by fluorescence, driven either by Lyman alpha or, in some cases, by lines of Fe II itself (“self-fluorescence“).