This research examining fear appeals in political advertising contexts investigates that the effectiveness of fears appeal changes by varying one's political orientation. This study proposes and test the hypothesis that individuals with conservative (vs. progressive) political orientation tend to perceive threats with fear appeals in a political advertisement to be more serious and more likely to occur. Also, it expects that conservative(vs. progressive) people may experience higher levels of fearful emotion when they are exposed to threats in a political advertisement with fear appeals. In addition, it expects political advertisements with fear appeals are more effective for the conservatives than for the progressive in persuasiveness. The political advertising persuasiveness was measured by variables including advertising attitude, issue attitude and candidate preference. To test these hypotheses, we conducted an experiment. The experiment employed as stimuli political advertisements that illustrate the issue of the construction of a naval base in Jeju-do. The threats in the advertisements were manipulated at three levels (high, low, vs. control). The results of the experiments with 243 participants confirmed most of our hypotheses. Based upon the findings, this study suggests academic and managerial implications.