As the importance of Internet become more and more critical, the various marketing methods on the Internet also aware by the public, and the spoke-characters endorsed advertisement effect on consumer are worth to analyze as well. This research is conducted by the questionary on the Internet. This research reveal that: no matter under what kind of unblanace state it is, both the two variables: association and self-reference could increase the positive attitude toward the spoke-character or the product. Furthermore, under the high involvement circumstance the expert spoke-character could increase the positive attitude of the consumer more than the nostalgia spoke-character does; but the two kind of spoke-character make significant no difference under the low involvement situation.