The interests in emotional marketing have been recently increasing to win the hearts of the consumers. Hereupon, this study recognized the need to carry out typology of the emotional vocabulary of exhibition-convention attendees. Based on the research outcomes of Yeo Ho-geun and Kim Jae-won (2015), who have already researched the attendees of exhibitions using the standard of the emotional vocabulary, this study came up with 37 measurement items. The survey was conducted on the attendees of the exhibition and convention of 2015 Busan International Motor Show held in Bexco from June 3 to 12 in 2016 and 215 completed questionnaires were used for the final analysis. The study used the SPSS and AMOS 22.0 statistical software package for statistical analysis and conducted an exploratory factor analysis (EFA) using SPSS, which applied 33 measurement items. Given the goodness fit index (GFI) and subsidiary goodness-of-fit values using a confirmatory factor analysis (CFA), it can be interpreted that the emotional vocabulary in exhibitions and conventions may be categorized into `dignity, visual, stability, feminine, tidy/modern, affluent, refreshing and aesthetic` elements.