中文摘要：

语言叙事与图像叙事是既传统又现代的叙事方式。文章从广告传播的语图叙事沿革、图像转向、评判等角度展开论述，认为在广告传播中，采用哪种叙事方式既是广告效果的考量，更是社会认知和社会文化使然，认为只有二者真正有机结合、相互映衬的共生状态才是可持续发展的王道。

英文摘要：

Language narrative and image narrative are both traditional and contemporary narrative styles, From the sonogram narrative history, image shift, judging angles of advertising communication, the paper thinks that in advertising communication, the choice of narrative way is both the considerations of advertising effectiveness and the results of social cognition and social culture. The paper dictates that the symbiosis state is the sustainable development way.