This study was to be signed to provide insights regarding the effects of message framing and message appeals. Many studies on anti-smoking advertising to date have focused on advertising effect according to message types, smoking or non-smoking habits, genders, and ages. Unfortunately, however, little is known about the influence of profit-oriented organizations such as tobacco companies anti-smoking advertisements upon to the message types on attitude toward advertising(ATA), smoking cessation intention(SCI), and the corporate images(CI) through anti-smoking advertisements. To this respect, the purpose of the current study is to discuss the influence of tobacco companies' anti-smoking advertisements according to message types on ATA, SCI, and CI. We found that for both smokers and non-smokers, there were significant differences between the message appeals within both positive(e.g., psychological appeal vs. physical appeals within positive message framing) and negative message framing(e.g., psychological appeal vs. physical appeals within negative message framing) on ATA and CI. The interaction effect of smokers, message framing, and message appeal on CI were significant whereas the interaction effect of non-smokers, message framing, and message appeal on ATA and SCI were all significant. And the practical as well as theoretical implications were also discussed.