Today we find the application of marketing in all areas of human activity and we can rightfully say that the overall success of a business enterprise depends largely on their marketing. Today's marketing strategies are based on the consumers' wants and needs as well as on the advertisers' skills, in the highly competitive modern market with fast changing trends, to research, identify and satisfy the consumers' needs and to do so faster and better than their advertising competitors. Advertising is an invaluable marketing tool. Delivering goods to the market, satisfying the consumers, selling products and gaining profit are the end goals of advertising. The goal of advertising is to lead the consumers' interests towards products they might not have been interested before and to present the product or service so efficiently to convince the end consumer that this very product is exactly what they need. Appeals in advertising have great influence over the potential consumers. The selection of appeals is based on the knowledge of the market and it is necessary to adapt to the market trends. Due to the connection of advertising appeals with personal motives it is important, during market research, to detect which motives currently influence consumer behaviour and how to link those motives to a certain product or service in order to attract the consumers' attention and create a motive within the consumer to buy the product. The said motives for buying keep changing with time and it is incorrect to assume the consumer is satisfied, which is why it is necessary to constantly follow up with market research. Advertising appeals are an important component in the marketers attempts to influence their targeted market and the connection of the said appeals to the behaviour and motives of the consumers are the main subject of this graduation thesis.