This research examines the effect of matching message construal level and time-interval descriptions on advertise persuasiveness. Previous research has demonstrated consumers are more likely to adopt goals when the goal-completion interval is presented by duration rather than date. This is because date (duration) descriptions prompt people to remind process (outcome) of the goal completion which is generally unpleasant (pleasant). Building on this finding, we assume that time-interval descriptions are associated with distinct construal levels (high vs. low). Specifically, when the description of a goal-completion interval is presented as a date, more focus is given to the process and feasibility for goal achievement, thereby activating low construal. In contrast, when the description of a goal-completion interval is presented as duration, more attention is paid to the desirable outcome, which activates high construal. Further, we hypothesize the relative preference for the options which emphasize feasibility vs. desirability will be varied depending on how the goal-pursuit interval is described. That is, participants considering a date description which activates low construal level should prefer options superior on feasibility aspects and inferior on desirability features. In contrast, participants considering a duration description which prompts high construal level would prefer alternatives superior on desirability aspects rather than feasibility (H1). In the context of marketing communication, we hypothesize match between time-interval descriptions and construal level of the message (i.e., message fit) will lead to the perception of feeling right and higher message persuasiveness such as attitude toward advertisement and target products. (H2) Through four experiments conducted in the contexts of education and fitness behavior, we demonstrate the effect of time description on persuasiveness including the relative preferences for choice options (Study 1), and persuasiveness of advertisement message (Study 2), focusing on activating distinct construal level (low vs. high). Specifically, when the goal-completion interval is presented by a date, participants prefer the option superior on feasibility (vs. desirability) features. In contrast, participants showed a higher relative preference for options superior on desirability (vs. feasibility) aspects when the goal-completion interval is presented by a duration. Furthermore, we demonstrate the effect of message fit between time-interval descriptions and construal level of the message on persuasiveness. When goals-completion interval was presented as a date description which prompts lower construal level, participants are more persuaded by messages presented at lower (vs. higher) levels of construal. On the other hand, when the goals-completion interval was presented as a duration description which prompts higher construal level, they are more persuaded by messages presented at higher (vs. lower) levels. Finally, we discuss the theoretical and managerial implications of the findings and provide the limitations and directions for future research.