The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.