This study attempts to explore the impact of charity ads on "Vivid Case Studies with / without
Use" and "Positive / Negative Appeal Photos" on empathetic, attitude towards advertising
and donation intention. The study found that those with high emotional intensity were more
sympathetic than those with low emotional intensity when they watched negative emotional
appeals and their postings with / without case stories. Emotional intensity of the participants
in the positive emotions to see the demands of photos, non-story stories posted content,
emotional intensity than those with low empathetic. However, those with low emotional
intensity are more likely to be sympathetic than those with high emotional intensity when
they are looking at positive emotions and have the story content of case stories. Photos that
demonstrate the positive / negative emotional appeal of a charity advertisement have a direct
and significant negative correlation with the attitude of potential donors after viewing the
advertisement. In practical contributions, charity can be used as a reference for the design of
charity ads.