元广告（mete-advertising）这个概念，国外已经有人提出但未有专门讨论，国内则未见有人提及，然而在实践中元广告却处处可见，并已成为当代广告的重要类型。本文借用符号叙述学方法，首先区分了广告表意的分层和区隔，并基于此界定元广告定义，进而讨论元广告的三种类型：物化元广告、自述式元广告、自反式元广告。研究结果显示元广告凭借其独特的表意方式，创造了强大的阅读张力。

Meta-advertising, an important concept used in media studies by international scholars, has never been given a detailed and in-depth discussion in China and abroad. Distancing itself from the previous straightforward forms, meta-advertising has taken root in contemporary advertising and cultural industry and been established as a textual genre of advertising. From the perspective of semiotics, this paper clarifies the concepts of "segregation" and "stratification" in the narration of advertising, and then gives a definition to "meta-advertising", followed by an elaboration of the three types of meta-advertising: partially-semiotized meta-advertising, self-narrated meta-advertising and reflexive meta-advertising. It is concluded that meta-advertising has created great tension between the author and the audience through its segregated and stratified narrations.