This document discusses different types of advertising appeals, including emotional, rational, brand, and youth appeals. It focuses on masculine/feminine appeals, which use stereotypical gender roles and depictions to establish relationships between genders. Scarcity appeals emphasize limited supplies or time periods to increase perceived value. Snob appeals aim to make people desire products seen as luxurious or exclusive. Less than perfect appeals try to make people feel inadequate to promote cosmetic or health products. Examples of each type are provided.