基于参与机制和情绪机制，通过1项Facebook平台的现场实验和3项情境实验，探讨平面广告中产品动感展示和静态展示的适用情境和心理机制。研究发现，产品动感展示会拉近消费者与产品的心理距离，静态展示则会导致消费者与产品保持一定的心理距离，这种联想差异进而对不同品牌定位的产品产生截然相反的营销效果。对于流行品牌的产品，动感展示时消费者的产品态度更积极；对于奢侈品牌的产品，静态展示时消费者的产品态度更积极；由产品展示方式触发的消费者与产品间的心理距离起到中介作用。

Based on engagement and emotional mechanisms, this study aims to explore the applicable scenarios and psychological mechanisms of dynamic and static product display in print advertising pictures. Through a field experiment on Facebook and three scenario experimentsstudies, the findings reveal that dynamic product displays reduce the psychological distance between consumers and the product, whereas static displays lead consumers to maintain a certain psychological distance. This difference in association leads to contrasting marketing effects for products with different brand position. For products of popular brands, consumers exhibit a more positive attitude towards dynamic displays; for luxury brand products, consumers show a more positive attitude towards static displays. The psychological distance between consumers and products, triggered by the product display method, mediates this effect.