The story-formed advertising in TV commercial to communicate with the audience has been popular in the recent years. Because of the characteristics of the TV, the advertisers could film the advertisement with narrative structure to deliver the products’ attributes. However, researchers seldom discuss about the location and intensity of the argument about the product. Therefore, this goal of this research is to explore how the appropriateness of the product argument in the story-formed advertising influences the advertising effects. A 1(show product name and brand name)*4(product argument’s appropriateness: subtle-middle/ proper-middle/ prominent-middle/ prominent-end) between subject factorial design was conducted for this study. Through reproducing a real scooter TV commercial, there are 4 advertisements as stimulus in this research, one minute long for each. And the research target comes from NTU and SCU. MANNOVA and Regression were conducted to test the hypothesis. Besides, due to the product type in this research was scooter, so product familiarity is also one of the research topics, which had been test as a mediator between sex and advertisement’s effects. The results are revealed as follows: 1.The higher the product arguments appropriateness’ degree in story-formed advertisement, the better the advertisement interests 2.The higher the product arguments appropriateness’ degree, the better the memory of product arguments. 3.The product arguments appropriateness’ effect on advertisement effects was influenced by transportation effect. 4.The advertisement with prominent product argument in the end makes better memory of brand name 5.The higher the familiarity toward the product, the better the Aad, information search desire, product attitudes and purchase intention. 6.Familiarity is the mediator between sex and advertisement’s effects.