Baseball is one of the most favorite sports in Taiwan. With the broadcasting ratio of Major League Baseball (MLB) events increasing all the more in Taiwan, Chien-Ming Wang, a Taiwanese MLB player, has attracted more and more attention from baseball fans, and has thus become popular among many advertisement companies. The main purpose of this study was to explore the correlation between the credibility and the advertising effectiveness of advertisements endorsed by Chien-Ming Wang. The study has been carried out through a questionnaire survey based on convenience sampling, in which survey a total of 350 questionnaires had been handed out, of which 282 valid questionnaires were recovered. Thus the effective rate of recovery is 80.6%. The following findings had been made based on statistical analysis of the survey data: 1. consumers are most sensitive to advertisements endorsed by Chien-Ming Wang in terms of the popularity of the advertisements but are less sensitive with regard to the effectiveness of the advertisements. 2. There is a significant positive correlation between the credibility and the effectiveness of advertisements endorsed by Chien-Ming Wang. 3. The effectiveness of an advertisement endorsed by Chien-Ming Wang in customers becomes more significant with the increase of the customers' sensitivity to professionalism, the popularity, the attractiveness, and the credibility of the advertisement, and also with the decrease of the customers' exposure to the advertisement. The more sensitive a customer is to professionalism, popularity, attractiveness, and credibility of an advertisement, the more agreeable he/she will think of the advertisement and the product in terms of the effectiveness of the advertisement. Finally, suggestions to advertisement companies were proposed based on the study results, and suggestions for follow-up studies on this issue were also proposed.