Based on the perceptual ?uency, this study discusses the effects of facing direction of model faces in print advertisements (product as center)(facing inward vs. facing outward) on consumer advertising evaluation, and discusses the moderating effect of the position of model face (left vs. right) and eyes gaze direction (direct gaze vs. consistent with the head). The results of three experiments show that facing inward (vs. outward) model faces in print advertisements results in more positive consumer advertising evaluation, and perceptual ?uency plays a mediating role between the two. In addition, when the position of model faces is displayed on the left side (vs. right), the effects of facing inward model faces in print advertisements on consumer advertising evaluation are more positive; when the eyes gaze direction is direct gaze (vs. consistent with the head), the effects of facing inward model faces in print advertisements on consumer advertising evaluation are more positive. The results make sense in print advertising design and promotion.