Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying. Emotions are those mental agitations or excited states of feeling which prompt us to make a purchase. Emotional motives may be below the level of consciousness, and may not be recognized by a person; or even if he is fully aware that such a motive is operating, he is unwilling to admit it to others because he feels that it would be unacceptable as a “proper” reason for buying among his associates and colleagues.

Emotional appeals are designed to stir up some negative or positive emotions that will motivate product interest or purchase. Different emotional appeals, which are particularly important from the advertising point of view, are listed below. Following several motivation research studies, it has been found that negative emotional appeals are more effective than positive ones. We shall also, therefore, name the negative appeals first.

All brands have rational and emotional credentials. Levi’s is youthful, rebellious and sexy. But it offers rational benefits like strength too. One has to balance between rational and emotional arguments. Singapore Airlines presents the Singapore girl, an emotional icon. But it also emphasizes in-flight service that other airlines talk about, which is a rational proposition.