Advertisements play a pivotal role in the purchasing decisions of the consumers and advertisers bring into play the various advertisement appeals to create an impact on the consumers. This article aims to study the widely used advertisement appeals by advertisers of consumer non- durables through Indian Television. This study includes different product categories under four consumer non-durables. The advertisements from four National Television channels were followed. Among the 18 ad appeals, seven ad appeals – Rational appeal, Emotional appeal, Musical appeal, Endorsement appeal, Brand appeal, Snob appeal and Youth appeal were popular from the Television advertisements of consumers non-durables in the recent times

Advertising appeals, National television, Consumer non-durables, consumers purchase behaviour