1.1 Background for the Analysis / Statement of ProblemDue to the rapid development of internet and social media, advertising is everywhere. An article from South China Morning Post indicated that the Hong Kong advertising expenditures continued to grow last year, hitting a record high of HK$49.9 billion, especially digital and mobile advertising posted the highest growth (South China Morning Post, 2015). This phenomenon revealed that advertising is being more and more popular nowadays which plays an important role to communicate the product’s values to customer in marketing industry. Advertising aims at promoting the features of a product and services while persuasion heuristics use different types of appeals to connect customers over the world. It is an advertising appeal that triggers emotions and grabs large attentions from customers, they can be happy, humorous, educative or inspiring (Belch ,1990). An article from Houston Chronicle indicated that the top five appeals that most advertisers used to sell a product is fear, humor, rational, bandwagon and sex appeals respectively (Patrice, 2015). It can be divided into two major categories: emotional (i.e. fear, humor, bandwagon, sex appeals) and rational. For example, fear appeals rely on negative consequences that results from an action or product, humor appeals emphasis on entertaining people in a funny way, sex appeals is using physical attractiveness to catch people’s attention while rational appeals is more logical, usually focus on product practicality and functionality. (Davies, 1993).Different appeals have different effects on customer attitude and purchase intention. As we want to know whether men and women differ in processing and being persuaded when receive same kinds of advertisement but in different manner. Our research will focus on the gender effect of emotional and rational appeals on advertisement.