后经典叙事学的兴起将叙事研究的视野扩大到各种媒介和各种类型的叙事,当然也包括广告叙事。在后经典叙事学的观照下,以叙事话语分析作为广告批评的路径,可以使广告批评从观感式的批评转向科学性、系统性的分析,并实现形式审美批评与意识形态批评、社会文化批评的结合。叙事话语分析作为广告批评路径将面临对象身份确认问题和叙事碎片化问题。

With the rise of the post-classical Narratology,narrative study has come to expand to narratives of various media and categories,including narratives in advertising. With the introduction of narrative analysis,advertising criticism would upgrade itself from impression-based criticism to scientific and systematic analysis,to integrating formalism criticism with ideological,sociological and cultural criticism. Some challenges,such as the difficulty in identifying narratives in advertisements and the fragmentation of advertising narratives are also proposed out.