An experiment was conducted to investigate two selected effects (i.e., cognitive and affective priming) of the contact for print advertisements. The cognitive context, which primes certain attributes of a product, determined the type of interpretation given to product information in the ad, and thereby guided consumers' evaluations of the advertised brand. The affective context, which triggers emotional reactions among the audience, also influenced brand evaluations. Further, step-down analyses suggested that cognitive priming effects operated mainly through attitude toward the brand, whereas affective priming effects worked primarily via attitude toward the ad. The theoretical and practical implications for understanding advertising effects are discussed.