What kind of appeal should the advertising message contain?

What kind of appeal should the advertising message contain?

The advertisement can have two main types of appeal:

a.Emotional appeal : Positive emotional appeals like love, pride, joy and humor maybe used in the message while negative emotions like fear,guilt,shame maybe communicated across in the advertisement to attract the attention of the customer.

b.Moral appeal: Such advertisements focus upon public health or environment or social responsibility. Eg. Cigarettes or pan masalas advertise their products with a statutory warning highlighting the moral appeal to show their genuine concern for the consumers.