This study investigated the impact of attitude toward the television advertisingand subjective norm on purchase intention about the beauty and personal careproducts in Bangkok, Thailand. The conceptual model in this study was based on the Theory of Reasoned Action (TRA), which was added other factors that had significant relationships with attitude toward the advertising, subjective norm and purchase intention. The theory was used to analyze the advertising value effect on attitude toward the advertising. In addition, advertising value was affected by entertainment, informativeness and irritation. The source credibility effect on attitude toward the advertising. The objectives of this study are (1) to explore the entertainment, informativeness, and irritation as the important factors that influence the advertising value; (2) to identify the influence of advertising value on attitude toward the advertising; (3) to investigate the influence of advertising source credibility on attitude toward the advertising; (4) to explore the influence of attitude toward the advertising on purchase intention; (5) to explore the influence of subjective norm on purchase intention. There were seven hypotheses in this study, which were tested by questionnaire. All the hypotheses were accepted. The questionnaire was separated intotwo parts, which were personal data and research variables. The Collecting process implemented in Big C super market (branch Rachada and Ladprao) and Central (branch Rama 9 and Ladprao) of Bangkok city selected the 400 Thai respondents who are 15 to 54 years old and who viewed the television advertising of beauty and personal care products to fill the relevant survey questionnaire. Time frame was around one and half month from the end of December in 2012 to the Mid-February in 2013. The structural equation model (SEM) was used to investigate the relationships between the factors in this study. The findings of this study indicated that both the attitude toward the advertising and subjective norm were important factors affecting consumers' purchase intention. In addition, the results indicated that to improve theentertainment and informativeness of advertising, and reduce the irritation ofadvertising is a good way to enhance the advertising value, thus to enhance theattitude toward the advertising. In other hand, to manage the source credibility of advertising is a good way to enhance the attitude toward the advertising. This study also suggests ideas for further research in the related field.