Purpose - The purpose of this paper is to verify the difference in the effect of art-parody and art-infusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field. Design/methodology/approach - The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of art-parody and art-infusion advertisements by product type and the other is the effect of art-parody and art-infusion advertisements by regulatory focus. Findings - Art-infusion is more effective than art-parody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor art-parody advertisement, while participants with prevention focus favor art-infusion advertisement in terms of cognitive attitude toward advertisement. Research limitations/implications - This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future. Originality/value - The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.