Emotional appeal is one of the key ingredients advertisers use when creating advertisements. Advertisers understand that by pairing their product with images that make us happy and feel good, or something that we find desirable, we will subconsciously relate those feelings to their product, therefore, making us more inclined to buy their product. This is an example of classical conditioning.
The most common way for advertisers to utilize this concept is to pair their product with attractive models, which also commonly gives the suggestion of sex. This gives the consumer the idea that buying this product will make them more desirable to attractive people, which is generally appealing to everyone.
Below are a few examples of this: