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Synopsis Emotions play different roles in making advertising effective. Different emotions and emotional-stimulators like happiness, curiosity, sorrow, humor, fear, beauty, etc., have been portrayed in advertisements. A punchline in an advertisement accompanied with strong emotional appeal, touches customers’ psychological needs and influences the perception about the brand image. In many advertisements, without actually conveying the product qualities, beautiful people (models) are used to connect with the audience at an emotional level. The audience then associate the brand with a specific emotion. Thus, human feelings are transferred towards a product or brand. This is an important and widely used process. In the advertiser’s world, this is termed emotional transfer. It is important to note that not all emotional appeals and emotional brands are successful. For advertisers, it is a matter of research to find the correlation between lifestyle-trends and emotional attachments and to answer questions, like why the audiences notice some advertisements and tend to forget others. There are many perceptions in the advertisers as well as the audience about emotional appeals in advertising. Particularly varied perceptions are observed in people regarding the use of fear or the use of sex appeals in advertising. With the changing lifestyles, emotional appeals used in the advertisements have also been changed. In today’s highly competitive world, emotional appeal to the customer is very critical and needs a thorough study of the lifestyle of the target audience, as the emotional preferences of customers make a difference in decision making. This book focuses on the above issues and throws light on the use of various emotional appeals as a strategy in advertising and its impact. The book is divided into two sections. The first section is about Concepts and the second section is about Cases.