This research examines when positively framed messages are more effective than negatively framed ones. Findings show that framing has a significant effect on advertising persuasion. Framing effects actually depend on the product. For the expensive products, positive framing has a more important impact on advertising persuasion. For the cheap products, the use of a positive or negative framing depends on the objective of the communication. And for the social Marketing product, positive framing is more effective for “attitude toward the ad” and “negative affective reactions started by the advertisement”. Framing does not have an impact on the dimensions “positive reactions” and “intention to quit smoking”.