This study examines the advertising effectiveness of fair trade messages(the message emphasizing that the advertised product has been produced through fair trade) in printed advertising. This study also analyzes the moderating effects of consumer ethics, self-monitoring, and social proof message between fair trade messages and advertising effectiveness. To examine the research hypotheses, an experimental design of 2(fair-trade message/no fair-trade message) x 2(high consumer ethics/low consumer ethics) x 2(high self-monitoring/low self-monitoring) x 2(social proof message/no social proof message) was used. The results of the study showed that fair trade messages had a significant effect on subjects' advertising attitudes and purchase intention. But, there was no significant difference in product attitudes caused by fair trade messages. For moderating effects, consumer ethics significantly moderates the effect of fair trade messages on product attitudes and purchase intention (more noticeable fair-trade-message effects for those who have a higher level of consumer ethics), but not on advertising attitudes. Self-monitoring showed statistically significant moderating effects for advertising attitudes and product attitudes; I.e., the positive effects of fair-trade messages were more significant for those who have high self-monitoring tendency). Unexpectedly, social proof messages had a negative effect on purchase intention when it was presented together with fair trade message. Study implications are noticeable and this study would work as a milestone study that might generate more related future studies.