The main subjects of this master thesis are emotional and rational appeals in advertising emphasizing the textual part of the ads. It is the focus on the text that distinguishes this research from the previous research on the topic of appeals in advertising. The aim was to investigate how appeals impact the relationship between brands on the one side and consumers on other side. Once we get a greater insight into the appeals’ role in establishing and nurturing that relationship, we are on a good way to understanding how marketers use them. Using an online survey conducted on respondents from the Croatian student population, it was concluded that emotional appeal has a positive effect on the hedonistic value, while rational appeal has a positive effect on the utilitarian value that consumers attach to the product/service. Furthermore, the hedonistic value recognized in the ad will positively affect affective trust and satisfaction, while the utilitarian value will positively affect cognitive trust and consumer satisfaction. The final conclusion is that satisfaction will positively affect both types of trust. Although there is a lot of room for further research, this paper is an original contribution to the research of appeals woven into advertising texts in Croatian advertisements.