The purpose of this study is to examine the effects of the integrated mood state, simultaneously considering mood valence and arousal level, on advertising message framing. For this, a 4(positive mood/high arousal vs. positive/low vs. negative/high vs. negative/low) x 2(positive framing vs. negative framing) factorial design was constructed. Post-attitude change and the ad message recall were employed as dependent variables. According to the findings, an effect of the integrated mood state was shown to be significant on the advertising message framing. But no significant message framing effect was found in the condition of negative mood regardless of arousal level. In addition, message framing effects was not shown to be significant in all other conditions except the condition of positive mood/low arousal with the respect to ad message recall.