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.