Consumers are able to strengthen their own self-concept by owning brands whose symbolic images and values. These tendency for consumers arises from the fact that consumers consider brands as a real human with human personality traits. It occurs the series of response of consumers that they make 'person-person' relationship with brand. Therefore brand anthropomorphization is one of the most important marketing issue. Although many marketer tend to make their brand real human by using brand anthropomorphization in communication tactics, many marketing literatures has been lacking the effectiveness of anthropomorphizing brand advertising. The anthropomorphization is significantly determined by the accessibility of human schema and the presence of specific situational cues, (Puzakova et al., 2009). Thus we compare with advertising effectiveness in the anthropomorphized advertising according to the tangibility of offerings, type of offerings, and brand familiarity in thin study. The results as following; First, in case of tangible product, customer shows more positive attitude in lower degrees of anthropomorphization than in higher degrees. Conversely, for the intangibility service, they show more positive attitude in higher degrees of anthropomorphization than in lower degrees. Second, when the offerings are utilitarian, customer make judgement positively in lower degrees of anthropomorphization than in higher degrees. Also when the offerings are hedonic, they make judgement positively in higher degrees of anthropomorphization than in lower degrees. Lastly, we investigate the moderating role of brand familiarity but can't verify throughly. In case of higher and lower degrees of brand familiarity, consumers tend to have positive attitude only about brand not advertising.