恰当的广告效果呈现会显著提升消费者感知，而达到广告效果的时间距离则是消费者对改变类产品的关注重点，直接影响其广告态度与购买决策。基于解释水平理论，本文通过4个实验验证了广告效果呈现方式（前后式vs. 渐进式）与时间距离（远vs. 近）的匹配效应：对于较长时间才能达到效果（时间距离远）的改变类产品，消费者对前后式广告具有更积极的态度；而对于较短时间即可达到效果（时间距离近）的改变类产品，消费者对渐进式广告的态度更积极，意象流畅性中介了该匹配效应。本研究拓展了广告效果呈现的相关研究，为企业提升改变类产品广告效果提供了新的启示。

Appropriate presentation of adertising effects significantly enhances consumer perception, where as the temporal distance to achieve the advertising effect is a focal point of consumer attention, directly influencing their advertising attitudes and purchase decisions. Drawing on the Construal Level Theory, this paper validates the matching effects between the advertising effect presentation (before/after vs. progression advertising) and temporal distance (distant vs. proximate) through four experiments. Specifically, for products that require a longer duration to manifest effects (distant temporal distance), consumers exhibit a more favorable attitude towards before/after advertise-ments. Conversely, for products that demonstrate effects in a shorter time span (proximate temporal distance), consumers hold a more positive attitude towards progression advertising. The congruity between these factors is mediated by imagery fluency. The findings of this research extend the related research on ad-vertising effect presentation, offering new insights for enterprises to enhance the effectiveness of advertising for transformative products.