In the context of globalization and the rapid development of information and communication technology that has reached all segments of people's lives, the real challenge is to create messages that will attract the target audience and cause the desired reaction. Marketing communication involves the application of the means by which organizations, directly or indirectly, inform, persuade and remind consumers of the products and services they offer. The centerpiece of the ad is appeal which should be designed to elicit positive consumer reactions. More recently, appeals have increasingly focused on emotions. The research problem is related to the representation of types of appeals in marketing communication, and the aim is to analyze the appeals used in marketing communication. The conducted analysis is expected to indicate the basic tenets of proper appeal creation and to provide guidance for future research.