Advertising is a typical marketing tool which influences the customers'choice. Companies utilize verbal or visual methods to attractcustomers' attention. Among these, head copy is one of thetypical verbal methods that firstly attracts customers' attention and delivers the keyconcept of the product. This paper especially focuses on head copies in the printed ads and analyzes how thelanguages(Korean versus English) used in the head copies affect consumers' attitudetoward advertising. Specifically, the study analyzes how the language of the head copyinfluences the attitude toward advertising respectively in accordance with producttype(hedonic versus utilitarian) and product familiarity(high versus low). The result of the analysis indicated that for the hedonic product, Korean customersshowed more positive attitude toward advertising when the head copy was written inEnglish rather than in Korean. In case of the utilitarian product, there was no significantdifferences. This might be because the hedonic product that usually deliver symbolicvalues better fits with English which customers regard more emotional and prestigiousthan Korean. For the utilitarian product which customers focus on the function, the headcopy language didn't have significant influence on the attitude. We also found that when the familiarity toward the product was high, the resultshowed no significant differences for both hedonic and utilitarian products in advertisingattitude whether the head copy was in Korean or English. However, when there was lowfamiliarity, the head copy in English was more effective than Korean for hedonic productas the study mentioned above. This study gives implication to the marketing managers which language to chooseaccording to the product type and familiarity. It might be useful for the marketingmanagers to consider not only the contents but the format such as languages to deliverthe messages effectively.