Storytelling advertising has recently become one of the effective strategies for brand differentiation as the function and the quality of products. This study aimed to explain the role of storytelling in the process of advertising effects. This study examined the significant message components of storytelling advertising such as relevance, trustworthiness, clarity, and their influence on advertising effect related with product involvement. The independent variables are high/low relevance, high/low trustworthiness, high/low clarity, high/low product involvement; dependent variables are attitude toward advertising, attitude toward brand, intention to purchase, advertising commitment. First, the influence of storytelling advertising was found relatively high on attitude toward advertising and attitude toward brand with high relevance level between story and product. Second, trustworthiness of storytelling showed no significant influence on the attitude toward advertising, attitude toward brand, intention to purchase, and advertising commitment, rejecting the research hypothesis. Third, high level of clarity of storytelling showed more influence on attitude toward advertising and advertising commitment. The implications of this study are summarized as follows. First, the current study provides some basic data for further researches on storytelling advertising. Second, this study theoretically contributes to extending research fields on storytelling advertising to some degree by exploring the significant influence of message components of storytelling advertising and product involvement on advertising effects.