It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of womenâs magazines. Print ads containing positive emotional stimuli or âhumourâ were shown to arouse significantly more positive emotions than neutral ads. Emotion also plays an important role in the editorial content of magazines. Interviews with editors uncovered the various ways in which ah emotional editorial environment is provided, be it pleasure, the enjoyment of life, feelings of recognition or feelings of surprise and indignation.