The celebrity endorser derive positive effect using their characteristics in the product advertising. For this reason, The celebrity endorser is used to boost effectiveness of Public Service Advertising(PSA).Although, Celebrity has frequently appeared in the public service advertisements, there is a lack of research on the celebrity endorser who appeared in the PSA.If characteristics of celebrity endorser differently affect to the advertising effect depending on what type of advertising, it means that the appearance of celebrity in the PSA is not always effective. therefore, the study on the PSA endorser need to be more classified to embrace a variety of PSAs. In this respect, our study classified PSA topics and celebrity endorsers, and then try to examine how the celebrity endorser affect the PSA. More specifically, PSA topics was divided two different type. One is 'Anti smoking' as an individual-oriented topic, the other is 'Prevent infection comments' as society-oriented one. Celebrity models as independent variables were divided into 'Attractiveness' and 'Expertise'. The result showed that in case of individual-oriented topic, both attractiveness and expertise don't have a positive influence on the attitude-toward the PSA and the belief-toward the PSA. But, in case of society-oriented topic, expertise has a more positive influence on the attitudes-toward the PSA and the belief-toward the PSA.