This research is interested in clarifying how temporal distance and advertising appeals influence attitude toward ad and advertised products. In addition, this research is aimed to find out moderating role of product type. For research purpose, experiment was conducted. Between-subject design of 2(temporal distance: near future, distant future) × 2(ad appeals: functional, symbolic) × 2 (product: functional, symbolic) was employed. Data suggests that when temporal distance is far from the present time no significant differences were found in attitudes toward ad and advertised product. However, when temporal distance is near future participants showed more favorable reactions toward functional ad. appeal versus symbolic ad. appeal. And product type was partially moderated the effect of temporal distance and ad appeals. In temporally distant condition, no moderating effects were found. However, when temporal distance was perceived near and product type was functional, participants reacted more favorably toward functional advertised product versus symbolic advertised product.