随着信息技术的发展，品牌标识的呈现形式不再局限于静态品牌标识，动态品牌标识也开始被应用在各种商业情境中。基于概念隐喻理论，本研究通过三项实验考察了动态品牌标识对品牌营销效果的影响。结果表明，相比于静态品牌标识，动态品牌标识会促使消费者产生产品生产时间较近的感知，并由此导致更积极的产品态度。然而，当存在生产时间内部线索时，动态（vs.静态）品牌标识对感知产品生产时间的影响则会消失。此外，当期望生产时间更久远时，动态（vs.静态）品牌标识会导致消极的产品态度。本研究首次验证了动态品牌标识对产品时间属性感知的影响，对品牌管理和标识设计具有借鉴价值。

With the development of information technology, the presentation of brand logos is no longer limited to static images, and animated logos have begun to be used in various commercial contexts. Based on the conceptual metaphor theory, this article investigated the influence of animated logos on marketing effects through three studies. The results found that animated brand logos affect consumers’ assessment of product temporal attributes, with animated (vs. static ) brand logos contributing to consumers’ perceptions that their product's production time is more recent, leading to more favorable product attitudes. However, when internal cues to production time are displayed, the effect of animated (vs. static) brand logos on perceived product production time disappears. Moreover, when the product is expected to be produced longer ago, animated (vs. static ) brand logos lead to more negative product attitudes. This research was the first to validate the effect of animated brand logos on the perception of product temporal attributes, contributing to brand management and logo design.