The purpose of this study was to investigate the factors that influence the effectiveness of the Public service advertising(PSA). For this purpose, first, there is also a difference in the examined a message effectiveness and advertising attitude and public behavior according the topic and advertising appeal type of PSA. In addition, the degree of PSA message effectiveness and attitude toward advertising and public action based on the message type and model match the image if the Public service advertising was make a difference. This study produced 2 × 2 × 2 factorial design through 8 PSA print advertisements, which was subjected to the experiment. The results were as follows. First, the positive reinforcement of PSA topic (blood donation) conditions, others-centered message type was higher a message effectiveness and more effective attitude advertising than self-centered messages and the negative reinforcement topic(non-smoking)conditions, self-centered message was higher a message efficacy and effectiveness attitude advertising than others-centered messages. However, the degree of public behavior were not significantly different. Second, In condition self-centered message, when matching conditions are non-smoking topic and advertising model image, public advertising message effectiveness and higher effective advertising attitude and other person-centered message condition, when matching condition are blood donation topic and advertising model image, PSA message effectiveness and highly effective manner. The results of this study have implications as effective messages appeal to different types according to the advertising topic when creating Public service advertising and it is also important to note whether the images match the subject and the model you want to appeal from the Public service advertising when selecting a model of Public service advertising