You buy new software, because it makes your work easier and you need less time than before. These are only a few examples why people buy. Don't try to sell them features. But finally you want not only more sales, you wish to make more profit. And if you are making more profit - you are feeling good.
Successful advertising is based on human emotion.
The mediums may change, and so a little bit the styles - but human nature not. Many people think advertising should entertain or amuse. Of course, people speak about an entertaining advertisement or a web site with animated GIF's and nice, colourful clipart. But if you want that people give you their hard earned money, you have to show what's in for them. Photos and graphic art are helpful, but if you want sell you have to do more.