The subject of research of this project is focused on the analysis of appeals in advertising. The aim is, first of all, to define advertising and analyze the appeals in advertising, and then with the results of the research show the difference between positive and negative appeals and determine which of them have a greater impact on consumer choice. Persuasion of emotions can be understood as a basis for creating an appeal. Emotion is actually a state of instinct which, aroused by an appeal, precedes a certain action. The main goal is to establish a connection, after is those emotions are easily stimulated even without rational thinking. In order to be able to highlight a product in the mass of other products, it is very important that the emotion is recognized in that direction, and that the same emotion acts on the consumer's subconscious and thus attracts his attention. By choosing emotions, it is very important which target group to select, and adapt it to the individual and his culture.