When an ad suggests sentimental gifts for girls, what kind of appeal is being made?

The assertion that an ad suggesting sentimental gifts for girls represents an appeal passing from the acceptable to the dubious highlights the manipulation of emotional connections in advertising. This advertising strategy often takes broadly accepted societal norms about gift-giving—such as the idea that gifts should express love and thoughtfulness—and bends these concepts towards a more questionable implication.

By presenting sentimental gifts as essential for expressing one's feelings or as a measure of social success, the ad shifts from a healthy, expected emotional gesture into a realm where value is vested in material items. The ad may imply that a girl's worth or happiness relies on receiving such gifts, which can become a dubious proposition, leading to pressures and expectations that might not align with genuine emotional connections. This creates a scenario where the acceptability of giving gifts transitions into an expectation that can have negative implications, thereby reflecting the appeal identified in the question.