Recently some Outdoor-Advertisement is regarded as one factor to hinder the beauty of Seoul city improvement projects and has been the subject of the improvement. Some outdoor-advertisement is actually regarded as an element interfering with the appearance of the street, which are presented in disorder. Thus, the government is proceeding with improvement through the regulation that provides guidelines for outdoor advertising. However, verification of advertising effects after applying guidelines is needed because the outdoor advertising business owners to apply guideline have questions on the effectiveness of their advertising. For the outdoor advertising, the interpretation of visual attention and attention is required as how eye-catching those are and their assessment on them is crucial. This study measured efficiency of visual inquiry ,that applied guidelines to outdoor-advertisements, through the experiment using eye tracker for visual attention and also the consumer's change of attitude on applying the guidelines for advertising and analyzed its meaning. The analysis shows that in the case of the efficiency of visual inquiry with outdoor advertising applied guidelines, the first time of visual inquiry was faster, but rather the re-search task proved that it was less efficient than the one without guidelines. In addition, the change in consumer attitudes was positive with the outdoor advertisements applied the guidelines and negative with ones not applied the guidelines. The application of the guidelines increased likability on advertising stimulation by the fact that consumers have a positive attitude toward it, but rather the actual efficiency to find out a particular advertisement decreased.