Chinese medicinal cuisine is one of the Chinese traditional cooking arts based on the concept of dietary treatment, which emphasizes both health promotion and disease prevention benefits. To promote this culinary art, health appeals frequently practiced by functional and organic foods advertisements seem the logical choice. Based on theories of goal framing, regulatory focus and health consciousness, an experiment with factorial design was conducted to investigate the persuasive effectiveness of different appeals of medicinal cuisine advertisements on ad attitude, product attitude and consumption intention. Multivariate analysis was employed to analyze the collected data. The results showed that positive frame message with promotion focus prime and negative frame message with prevention focus prime are more favorable compared to their opposites, the effect of cuisine attitude from prevention focus is significantly larger than that from promotion focus, and health consciousness is one of the factors positively related to outcome variables.