The present research explores the impacts of self construal and self-brand connection on the effectiveness of different advertising appeals. Study one examines the impact of self construal on the effectiveness of different advertising appeals by conducting a 2 (self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) between subject factorial experiment. Study two is the replication study with a 2(self construal: independent vs. interdependent self) x 2 (advertising appeals: rational vs. emotional appeal) x 2 (self-brand connection: high vs. low level) between subject factorial experiment, and the self construal is manipulated in different way. The results show that emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive advertising attitude for consumers with an interdependent self than consumers with an independent self. Under the condition of high level self-brand connection, emotional appeal will stimulate more positive brand attitude for consumers with an independent self than consumers with an interdependent self; whereas rational appeal will stimulate more positive brand attitude for consumers with an interdependent self than consumers with an independent self. The findings mean that self construal and self-brand connection are important moderators of effectiveness of different advertising appeals.