The purpose of the paper is to explore the influence of verbal impulses of selected German television commercials on triggering emotions. The research aimed at finding out the interconnection of verbal and psychological dimension of television commercials and the comparison and analysis of the data, obtained with the help of test subjects, including the dimension of the gender of test subjects. In addition, the standard techniques and instruments of collecting quantity data were applied – a questionnaire and a grading scale. The data, obtained with the help of the questionnaires, completed by the test subjects, were statistically analysed. The results of statistical tests show that the language tools, applied in the German commercials concerned, do influence triggering of certain emotions. The analysis also showed that the influence of verbal impulses of television commercials on triggering emotions depends on the gender of participating test subjects, taking into account the exceptions. Svrha rada je istražiti utjecaj verbalnih impulsa odabranih njemačkih televizijskih reklama na poticanje emocija. Istraživanje je imalo za cilj utvrditi povezanost verbalne i psihološke dimenzije televizijskih reklama te usporedbu i analizu podataka dobivenih uz pomoć ispitanika, uključujući i dimenziju spola ispitanika. Primijenjene su standardne tehnike i instrumenti prikupljanja kvantitativnih podataka – upitnik i ljestvica ocjenjivanja. Rezultati statističkih testova pokazuju da jezični alati, primijenjeni u njemačkim reklamama, utječu na izazivanje određenih emocija. Analiza je također pokazala da utjecaj verbalnih impulsa televizijskih reklama na izazivanje emocija ovisi o spolu ispitanika koji su sudjelovali u testiranju..