Introduction. The article presents the peculiarities of realization of the emotive category in a multimodal advertising texts. The author analyzes this text on the basis of the concepts of emotive background, emotive tone, emotional coloring, emotive theme. The purpose of this article is to demonstrate the features of realization of the emotive category on the example of studying a particular communicative paralinguistic active text. Materials and methods. For analysis, a Raffaello candy advertising video “Raffaello. And how do you love?” was selected, which got more than 10 and a half million views on YouTube and a flurry of positive comments. The chosen cognitive-communicative approach undoubtedly corresponds to the purpose and object of the study. Results, discussion. On the example of the mini-movie “Raffaello. And how do you love?” the author demonstrates how visual images of the emotive theme of love are formed with the help of Russian stereotypes about gestures, facial expressions, the actions of lovers in their romantic communication, as well as the symbolic meanings of colors used by the brand “Raffaello”. Lexical repetition, anaphora and parallelism of the constructions provide an accentuated verbal expression of the emotive theme of love, while cataphora and ambivalence of incomplete sentences contribute to the fusion in the consciousness of the recipient of the advertised object and the emotive theme of love. The author demonstrates that the technique of pairing the advertised object and the positive emotive theme in the nonverbal and verbal parts of the polymodal text is an integral component of the presentation strategy in native advertising. Conclusion. Interpreting emotive theme of love, creating a merger in the emotive background of the advertised object with the emotive theme of love, the advertiser effectively solves the pragmatic task of promoting a positive image of the brand, increasing its recognition, encouraging the recipient’s desire to purchase the advertised product.