Emotional appeals in advertising occur when advertising “addresses social and psychological needs to purchase the product” (Woodward, Denton 280). This is when an advertisement uses language that will focus on the human needs of the target audience. Zechariah uses personal and emotional appeals that focus on the needs of “safety, love, joy or happiness, pride, self-esteem, comparison, ambition, or success” (Woodward, Denton 280). Every individual needs these needs to be met and Zacharias promotes his books in such a way that they promise to satisfy the personal needs of his target audience. For example, in 2010 he published a book titled “Has Christianity Failed You?” which is a book that explains the “intellectual credibility of the Gospel” (Durant, RZIM). He wrote this book for his typical target audience, those "thinkers" who struggle with conflict between their questions about faith and belief in Christ and for believers who feel as if the Gospel has failed them (Durant, RZIM) . The name of the book is itself an advertisement. Grab the attention of people struggling with disappointment and dissatisfaction with the gospel of Christ. He comes up with a phrase that immediately identifies with his intended audience and establishes an emotional connection by showing them that they are not alone in their disappointment with the gospel. This book seeks to answer questions about what the gospel really is and how it can become a real and powerful aspect of people's lives. In an interview after the release of this book, Zacharias explained that it was a very personal book for him (Durant, RZIM). That in answering the question of whether Christianity had failed him was something he struggled with