Increasingly...

emotions are used in advertising, in order to attach the recipient to a particular product. Not always, however, such activities serve the intended purpose and are not a good fit for every brand. It is evident and even desirable to use such measures related to evoke certain emotions in so-called social advertising, which are to fulfil the role of awareness, warning and to counter pathologies. Sole actions of the organizations using this form of communication relate to emotional issues, as a result an advertising based on emotions allows to achieve the humble objective - to change the reality for better. However, managing the direct influence of emotions in order to assign them to a specific commercial brand, in the long term is often seen as unethical action, and even harmful.