As a prevalent brand communication strategy

emotional marketing aims to foster brand recognition and purchasing intentions by evoking consumers' emotional resonance. Nevertheless

in practice

misaligned value orientations in emotional marketing may trigger public backlash

damaging brand image and sparking public opinion counterattacks. Taking PurCotton's controversial "self-defense" advertisement as a case study

this paper adopts critical discourse analysis (CDA) to dissect the emotional mobilization mechanism of the commercial from three dimensions: textual structure

discursive practice and social practice. The study finds that while the advertisement attempted to construct an emotional narrative centered on "female self-protection"

it reinforced gender stereotypes and victim-blaming logic within the sociocultural context

ultimately triggering collective consumer boycotts. The conclusion demonstrates that the success of emotional marketing hinges on whether its discourse aligns with mainstream social values

gender politics and public sentiment. Drawing on this single case

this paper reflects on the ethical boundaries and social responsibilities of emotional marketing

offering critical perspectives and strategic implications for brand communication practices across diverse cultures and contexts.