1. The advertising should have relevance. If the product needs attribute-based rational advertising, emotional appeals should be avoided.

2. There should be a natural flow of feelings.

3. Execution should not be exaggerated. The level of emotionality should not exceed that experienced by the consumer.

4. There is a difference between a consumer’s emotions associated with the product / brand and a consumer’s emotional reaction to the ad copy itself. Preferably, these two should be compatible.