This paper tries to explore the influence of the agenda-setting on the appeal strategy of green advertising. Content analysis shows that the different style of agenda statement plays ”dominant” role in the whole design process, from appeal strategy through final performance. Ads of Environmental agenda (sample 1) utilized more negative appeal, especially fear appeal, and delivered more action messages. Contrary to Sample 1, ads of Green-oriented agenda (Sample 2) significantly utilized more ”green” elements and more reminder messages in their works. Moreover, the symbolism of the ”green” reflected in selected appeal strategy, color plan and applied material. This implies that facing more severe environmental threat, the green-oriented statement seems no longer ”qualified” for today's environmental agenda.