To maximize the effectiveness of advertising, it is important to understand the dynamic relationships among variables surrounding the model, message, medium, and audience. Accordingly, this study focused on the model and message among advertising execution elements and examined the effects of the fit among model attributes, message types, and regulatory focus orientation on consumers' attitudes toward advertisements. Two experiments were conducted. In Experiment 1, a 2 (model attribute: attractiveness model vs. credibility model) × 2 (regulatory focus orientation: promotion focus vs. prevention focus) between-subjects experimental design was applied to examine the interaction effect between model attributes and regulatory focus orientation. In Experiment 2, a 2 (message type: hedonic message vs. utilitarian message) × 2 (regulatory focus orientation: promotion focus vs. prevention focus) between-subjects experimental design was applied to examine the interaction effect between message type and regulatory focus orientation. The results of this study are as follows. First, the interaction effect between model attributes and regulatory focus orientation on advertising attitude was significant. Simple main effect analysis revealed that attitudes toward advertisements featuring attractive models were more favorable among promotion-focused consumers than among prevention-focused consumers, while attitudes toward advertisements featuring credible models were more favorable among prevention-focused consumers than among promotion-focused consumers. Thus, Hypotheses 1a and 1b of this study, which examined the interaction effect between model attributes and regulatory focus orientation, were both supported. Second, the interaction effect between message type and regulatory focus orientation on advertising attitude was also significant. Simple main effect analysis revealed that attitudes toward hedonic message advertisements were more favorable among promotion-focused consumers than among prevention-focused consumers, while attitudes toward utilitarian message advertisements were more favorable among prevention-focused consumers than among promotion-focused consumers. Thus, Hypotheses 2a and 2b of this study, which examined the interaction effect between message type and regulatory focus orientation, were also both supported. This study holds significant theoretical implications in that it expanded the domain of advertising research based on regulatory focus theory to models and messages—areas that had not been addressed in prior research—thereby opening new avenues of inquiry. It is anticipated that this will catalyze a variety of derivative studies in this area. Furthermore, the findings of this study are expected to provide practitioners in the advertising industry with guidelines for model selection and message appeals in advertisement production.