This document discusses when to use emotion in persuasive ads. It provides three key points: 1. Emotion is often used for well-known brands, frequently purchased products, and situations where there is low need for information, according to a study of 1,059 TV commercials. 2. The document encourages the reader to identify situations where emotional appeals could be persuasive for their own customers and develop ideas for how to appeal to their customers' emotions. 3. Readers are also prompted to write a small application plan for themselves with a deadline of within one week and to share their plan and results with others if working with a team.