The purposes of this study are to examine the fit between political orientation and the regulatory focus of the message frames of political advertisements, as well as the moderating effects of voters' political involvement on the fit. To test the hypotheses regarding the fit, this study conducted an experiment in which participants were exposed to two political advertisements (employment issues and the candidate’s political goals) and assigned to one of four conditions: message framing (promotion-focused vs. prevention-focused) and political involvement level (high vs. low involvement condition). The key findings of this study are that progressive voters tended to have more favorable attitudes toward promotion-focused messages whereas conservative voters tended to show favorable evaluations for prevention-focused messages, but the fit effect occurred only with voters who were low-involved (vs. high-involved) with political issues. One contribution of these findings is that perspectives of political advertising may be broadened by incorporating the results from the recent wave of studies of regulatory focus in consumer research.