Abstract: This research aims to show how emotional appeals and their use in advertising were studied from 2009 to 2019 and to show the research gap for further research in that sector. This study can be used as a solid background for further research. PRISMA is used in the research. The focus literature comprises 34 studies from 2009 to 2019. All the studies examined focus on the use of emotional appeals in advertising in the different market sectors (insurance, healthcare, alcohol and cigarette consumption, food and beverages, etc.). This review provides guidelines within the studies aimed at showing how to employ emotional appeals in modern advertising. Study has a limitation such as a subjective choice of the articles. Only one person chose the studies for the literature review. As a result, study shows how emotional appeals were used in advertising of firms and, how customers may react to those emotions. Chosen studies provides information about different emotions form the dissimilar point of view, that can be helpful for better understanding of the topic.
Authors: Valeriya Alferova
Keywords: emotional advertisement, humour, guilt, rational appeal, PRISMA, Weight of Evidence