How do ads affect people?

Advertising is intended to influence people toward a particular mindset or action through logical or emotional appeals. Informative ads present rational appeals backed by facts and data, whereas persuasive ads attempt to connect with one or more emotions to convince people to like or buy a brand.

Common emotional appeals used in ads include fear, anxiety, esteem and affective association. Fear and anxiety appeals are used to convince people to buy a brand based on the possible negative circumstances that may result if they don't. Esteem ads play on a person's desire to feel good or fit in. Affective association connects a brand to a positive image or idea.