Turn it to the opposite direction that the rotor rotates.
Counter clockwise to advance.......clockwise to retard
Rtr. turning clockwise. Rotate distributor counter clockwise to advance timing, clockwise to retard.
turn the distributor.
Loosen the bolt holding the distributor in place, and turn the distributor counter clockwise. If it bucks the starter, it is too far advanced.
Loosen the distributor, and turn it counter clockwise. This should be done with a light in measurable amounts.
you turn the distributor and use a timing light
To advance ignition timing, loosen the distributor clamp and in very small increments turn the distributor body in the OPPOSITE direction of the rotor's normal rotation. If you don't know which way the rotor turns, you can find out easily by removing the distributor cap and having a helper turn the engine over with the ignition key switch. To advance the timing turn the distributor counter clockwise.
Turn it to the left which will be counterclockwise.
counter clockwise
counter clockwise
turn the distributor
counter clockwise.