Emotional advertising attempts to use positive and negative emotions to motivate purchases by associating feelings with brands. It is not based on careful analysis but rather aims to create an individual psychological appeal. There are various emotional appeals that can motivate buying, such as love appeals which depict couples happily spending time together cherishing moments (exemplified by Coca-Cola ads), and self-love appeals which aim to boost self-esteem and a sense of belonging (exemplified by Dove ads). Brands also use comfort appeals by promoting restful sleep without worries (like Sleepwell), and safety appeals by providing security for precious items (like Godrej lockers).