Communication has laws, there is this theory, even very complicated models. They are reduced in practice to three formal design terms: contrast, reduction, clarity. Emotion is always an important aspect: emotion in words and pictures. Emotion, arouse emotions in communication, has many facets.
Sell a spit roast, it must be communicated tasty. Sell machines functionality, precision and reliability need to be brought to the man factually and emotionally. Lingerie and corsetry make it easier. But see for yourself how the principle works.