Advertising is pervasive. It is present everywhere, whether print media, online, radio, television, banners, broachers, hoardings etc. It is a common pattern adopting emotions through which any business wants to lure the customers. As an emotional and social being these emotions are infused in ones DNA. Thus, the advertisements based on emotional appeal lay an impact on the consumer behaviour. The ongoing research focuses on use of appeals in advertising and traces research post 2005 as a literature review.

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Keywords: Advertising, Print Media, Literature Review, Customers, Emotional Appeal.c