Advertising is one of the most important part of marketing communication today. Looking at increasingly stronger and bigger competition, marketing experts try to draw attention to their products and/or services in the most efficient way possible compared to their competitors. This thesis deals with advertising and appeals as important instruments in advertising with an emphasis on emotional appeals. The very concept and definition of advertising, the history of the development of advertising, the media used in advertising, the effects that advertising has on consumers, and ethics and morality in advertising are elaborated. Furthermore, advertising appeals are elaborated, which can be divided into product-oriented appeals, consumer appeals, lifestyle appeals, appeals to the subconscious mind and image appeals. The last part of the theoretical review refers to the concept and types of emotional appeals. Emotional appeals, compared to rational appeals, reach the observers better and thus remain in their memory longer. Various emotional appeals are used to influence consumer behavior and choice. Appeals to fear, appeals to guilt, appeals to humor, appeals to sex and appeals to love are just some of the emotional appeals that will be dealt with in this thesis. The second part of this thesis refers to the empirical part. The empirical part was conducted using a survey conducted online via Google Forms on a random sample of 203 respondents. The aim of this thesis is to explain advertising and advertising appeals with the help of theoretical analysis, with an emphasis on emotional appeals in advertising, and to confirm or reject the set hypotheses using data from primary research.