The emotion your marketing targets will depend on your industry, offer and audience. 

But consider the difference between positive & negative framing:

• Positive Framing focuses on the benefits of getting something by promoting progress or growth.
• Negative Framing focuses on the pain of losing or missing out on something by promoting prevention & solutions to avoid pain.

So which should you use?

Scientists at Yale and Duke concluded that human beings respond better to positive framing than negative framing.