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.