This document is a paper submitted by Pandya Riva to the Department of English at M.K Bhavnagar University about emotional appeals in advertising. It discusses how advertising appeals are designed to create a positive image for products and how companies use different types of appeals to influence purchasing decisions. It defines emotional appeals as those related to individual needs for products and services or those that influence feelings towards a product. The paper outlines the main types of emotional appeals used in advertising as positive, negative, social, fear, and humor appeals.

1. Name:- Pandya Riva
Roll no :-23
Paper:- Mass communication and
Media studies
Topic:- Emotional Appeals in
Advertising
Submitted to:- Department of English
M.K Bhavnagar University

2. Advertising Appeals
 Advertising appeals are designed in a way so
at to create a positive image of the individuals
who use products.
 Agencies and companies use different types of
advertising appeals to influence the
purchasing decision of people.
 It is the central idea of advertisement it can be
request or anything arising human interest.

3. Emotional Appeal
• It is related to an individual’s needs for
purchasing certain products and services
• It refers to the approach used to attract the
attention of consumers or to influence their
feelings towards a product.
• Such an appeals promises a bonus which may
be emotional satisfaction or social approval.

4. Types of Emotional Appeals
Positive
Negative
Socialfear
Humor

5. Positive
• Positive emotional is related to love, care,
pride or joy.

6. Negative
• This include guilt or shame to get people do
things they should or stop

7. Social
• Social appeal cause people to make purchases such
aspects as respect, involvement, acceptance status
or approval.

8. Fear
• It often used to good effect in advertising and
marketing Or it is an emotional response to a
threat that express some sort of danger.

9. Humor
• It causes consumer to watch advertisement
,laugh on it and most important is to
remember advertisement.