To study both of the formats and contents of the magazine advertorials and to study consumer's exposure, awareness and attitudes towards the magazine advertorials as well as their attitudes towards the brand. It is the qualitative research in which the content analysis is employed to study the magazine advertorials and the focus group discussion is used to study consumer's response. The results of research are: 1. Magazine advertorials have seven formats: description, miscellaneous, interview, academic, explanation, report and personal characteristics. 2. The content of magazine advertorials covers eight topics: health, beauty, housekeeping tips, children nurture, house decoration, car maintenance, technology and others. 3. All readers have exposed to magazine advertorials and perceived that adertorials is one type of advertising. 4. Most of the readers have positive attitudes towards magazine advertorials because they feel the advertorials offer many useful tips. 5. Most of the readers have positive attitudes towards the brands that used magazine advertorials and feel the brands have not only given the selling messages but also offered beneficial knowledge to consumers.
