In the advertising (emotional) response model, the impact of emotion has four aspects: 1. They can influence cognitive responses and thus play an indirect mediating role in trademark attitudes. 2． These emotions (or emotional experiences) may be linked to specific trademarks through a conditioned process, which is the so-called association process with trademarks. The results influence attitudes toward the mark, choice of mark, or both. 3. Emotions caused by an advertisement, which in turn lead to attitudes towards the advertisement. 4. The role of emotion can also be transformed into the experience of use. Specifically, people feel the positive emotions generated by the protagonist in the advertisement using a specific trademark, and through the repetition of the advertisement and the use experience, the empathy caused by the advertisement may become an actual experience. This can also be explained as follows: the advertisement may promote memories of past experiences and arouse new imagination about the emotion, which actually adds new details to the scene in the advertisement.