By introducing the variable of business ethics perception and integrating Optimal Arousal Theory, Processing Fluency Model, Attribution Theory and Two Factor Theory, the study compares the repetition effects differences between one and two-sided advertisements. Using intergroup experiment design, the results suggest that two-sided advertisements are processed less fluently than one-sided ones, but the percentage of accurate recall and advertisement response are higher than its counterpart. The repetition effects are inverted U shape for one-side advertisements and monotonic increase for two-sided advertisements. Thus, the wearing out effects of two-sided advertisements is delayed. The diversity in perception of business ethics play important role in determining this differences.