The document discusses the use of emotional appeals in advertising. It identifies two types of emotional appeals: positive appeals which use emotions like love, pride, humor and bravery to encourage purchasing; and negative appeals which use fear-based emotions like fear of death to induce customers. Specific positive appeals mentioned include humor, love, prestige and bravery, while fear appeals are discussed as a common negative emotional appeal technique.

1. JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY
SCHOOL OF MANAGEMENT STUDIES
KAKINADA
Promotion & Distribution Management
(Emotional appeals In advertising)
Presented by
L. Srikanth

2. Introduction
Emotional appeals are those appeals which
are not preceded by careful analysis of pros and cons
of making a buying.
These are of two types
 Positive emotional appeals
 Negative emotional appeals

3. Positive appeals
 Love
 Pride
 Prestige
 Humor
 Bravery

4. Examples of positive appeals
Humor Love
Prestige Bravery

5. Negative appeals
Fear appeals
Induce the customers for purchase by
creating fear in their minds.
Death appeal
Induce the customers by the element of
fear of death

6. Examples of negative appeals