Abstract: The concept of involvement receives widespread attention in domains of marketing, particularly in those of advertising. It is found that involvement not only influences the communication effects of advertising but also restricts the functions of the factors of advertising, such as its own features, its broadcasting context and its attraction on the target audience. Researchers have put forward some theoretical models about the concept of involvement (e.g. Four Levels of Involvement, the Elaboration Likelihood Model, FCB Grid, Rossiter-Percy Grid, etc.). After a study of the relevant researches, a systematic discussion is provided about some problems that should receive more consideration. That is, the external validity is a bit lower, various research methods should be tried, and a deeper examination into the automatic processing of advertisement information is needed

Key words: involvement, the Elaboration Likelihood Model, FCB Grid, communication effects