This paper examines the emotional manipulation of direct-to-consumer pharmaceutical print advertisements and how this manipulation affects consumers. Advertising is designed to change consumer opinion and behavior. When dealing with healthcare advertisements, it is especially important to be ethical. The researcher created 8 print advertisements for a fictional asthma brand and chose 3 that separately represented positive, negative, and informational emotional states. Respondents of a questionnaire were randomly assigned one of the three conditions. The results indicated that pre-exposure mood and post-exposure mood did not change within each group; however, significant results were obtained for brand attitude and purchase intention. Exposure to the positive ad yielded positive brand attitude while exposure to the negative ad produced higher purchase intention. In all, emotional manipulation of pharmaceutical advertisements has real effects that the industry and world at large must consider.