Today, many corporations are undertaking various activities to enhance their corporate image, and one of the most representative of these is corporate image advertising. This study focused on issue-advocacy advertising, a type of corporate image advertising that addresses social issues, and examined its effects through experimental methodology. The research results revealed that the effectiveness of corporate image advertising varies depending on the relevance between the social issue addressed in the advertisement and the company in question, and that this effect is further moderated by the appeal type and timeliness of the advertisement. The implications of these findings for advertising strategy formulation are discussed.