The core advertisement execution elements in establishing an advertisement strategy are model and message. Depending on the fit that sits between the two, a corresponding advertisement carries different magnitude of effect. Such relation between model and message, although its significance is by no means negligible, has been rather treated with minor attention as a subject of research. Furthermore, the fit between celebrity model's attribute and message regulatory focus, a central topic of this research, has attracted almost zero attention. This research, therefore, investigated the influence of fit between celebrity model's attribute and message regulatory focus on attitude toward an advertisement. In proving the hypothesis, this research applied a between-subjects factorial design targeting 2 (celebrity model's attribute: credibility model vs. attractiveness model) X 2 (message regulatory focus: promotion-focused message vs. prevention-focused message). Here, in order to limit both the preference effect caused by disparate message-constituting structures and other extraneous variables, additional 2 control groups having no models were included in this research. In overall, total of 6 groups were prepared for this research, 4 of experimental group and 2 of control group. As a result, in the case of the celebrity model with high credibility, the consumer's attitude toward advertisement was proven more favorable when delivering the prevention-focused message than the promotion-focused message. Whereas, in the case of the celebrity model with high attractiveness, the consumer's attitude toward advertisement was proven more favorable when delivering the promotion-focused message than the prevention-focused message. Also, it was concluded throughout additional analysis, that the fit between celebrity model's attribute and message regulatory focus acts as a mediation role in the realm of advertisement effect.