With the persuading and communicating effects of emotional appeals have been strengthened in advertising, emotional appeals advertising has become an significant mean and direction of modern advertising originality. To solve the problems of emotional appeals advertising in the domestic development, this paper seeks to explore a suitable and healthy way for the development of emotional appeals advertisements in China through discussing their principles, themes and techniques of expression. Basing on the studies of psychological and emotional needs of local consumers, the article minutely and systematically indicates the ways and methods how an emotional appeals advertising is created and expressed through case analysis and interpretation analysis, which not only provides a clear and creative thinking for the expressions of the emotional appeal advertising but also provides instructive significance for enhancing its effectiveness.
