Advertising has become an indispensable part of consumer's daily lives and appeals in advertising are being used more and more intensively to reach consumers. The diploma thesis entitled Analysis of advertising appeals and their influence on product selection theoretically seeks to clarify the concept of advertising, the advertising process and the essential elements in the process. Following the theoretical part, the research conducted focused on the impact of appeals in advertising on the consumer and his behavior. Appeals in advertising are used to create a consumer’s desire for a particular product which should ultimately result in a purchase. Today, consumers, mostly influenced by globalization, are surrounded by numerous advertisements and marketing professionals and businesses often find it difficult to reach consumers and keep their attention on a particular advertisement. It is for this reason that appeals are increasingly used in advertising. The research focuses on two appeals - an appeal to fear and an appeal to sex. The aim is to determine how these appeals affect consumers, mostly the female population.