The purpose of this study is to test two main hypotheses that temporal distance and an individual’s behavior identification level will interact with two different types of advertising messages in advertising and brand attitudes. The experiment was employed to test the above hypotheses. This study divided participants into 8 experimental groups with temporal distance(close vs. far), an individual’s behavior identification level(high vs. low), two different types of advertising messages(abstract vs. concrete messages). A total of 8 experimental ads were used in this experiments, one for each experimental group. A total of 271 participants were allocated to 8 experimental groups, participated in the experiment, Two-way ANOVA showed that there was significant interacting effects in advertising and brand attitudes. between temporal distance and two different types of advertising messages. That is, the concrete message is considered more effective in building advertising and brand attitudes to the experimental group with close temporal distance to standardized english tests while the abstract message is more effective to the group with high behavior identification level. This study also found that there was significant interacting effects in advertising and brand attitudes. between an individual’s behavior identification level and two different types of advertising messages. However, Post-hoc analysis showed that there was no significant difference in advertising and brand attitudes between abstract ad and concrete ad on high level of individual’s behavior identification condition. The implication of this study is to suggests that different advertising strategies should be approached when promoting standardized english tests depending on target segments.