This paper aims to identify the emerging patterns of emotional reformation in media advertisements in Pakistan. Aristotle’s rhetorical triangle model provided theoretical implications to fathom the incessant communication strategies in the top 8 advertisements — selected through purposive sampling — aired on Pakistani mainstream media during the post-noughties period. The qualitative content analysis ascertained a paradigm shift from rational advertising strategy to emotional strategy in the form of Dastak's “Split the Plate”, Pepsi's “Liter of Light”, Coke's “Small World Machine”, Surf Excel's “All Age Home”, “Bottle of Change” of Coke, Jam e Shirin‘s “Goodness Within”, and “Others Before Self” of Surf Excel in the advertising industry of Pakistan. This study found that pathos is the incessant rhetorical appeal in all these ads which acts as a potent force in ameliorating the consumer attitude. It further validates the direct affect-transfer hypothesis — the emotional elements in the advertisement enhance its likelihood to catch more eyeballs. Nonetheless, this study suggested that there's little margin between intriguing and triggering the desired audience. Hence, advertisers are advised to take every step of the way prudently while dealing with emotionally brimmed campaigns. 

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