The present study was designed to investigate the neuroendocrine modifications during affective states. In particular, we investigate if the pleasantness of the stimuli has a different effect on neuroendocrine responses. To address this issue, we compared the effects of pleasant, neutral, and unpleasant pictures on catecholamine, adrenocorticotrophic hormone (ACTH), cortisol, and prolactin plasma levels. Ten male participants were submitted to three experimental sessions, each on one of the three experimental days, a week apart in a counterbalanced order. Although in the subjective arousal rating, pleasant (erotic pictures) and unpleasant stimuli (pictures of mutilated bodies) receive the same high score, a different neuroendocrine pattern was obtained: unpleasant stimuli elicited a decrease in prolactin concentration and increases in noradrenaline, cortisol, and ACTH levels, whereas pleasant slide set viewing induced an increase in prolactin levels. The results suggest that the neuroendocrine system responds selectively to affective motivationally relevant pictures.