This paper presents the Advertising Appeals and Emergent Needs Hexagon theory (HAPYNE). This theory is rooted in many empirical and theoretical research concerning advertising messages and the responses of consumers to them. Hapyne is a methodological tool thantpermits, on one hand, to rigorously classify every contemporary piece of advertising concerning the Advertising Appeals, and on the other hand, to analyze –by means of the empirical responses of the consumer– the possible Emergent Needs, their nature and the degree of persuasion for the receiver
