论广告翻译中的主体间性

On Inter-Subjectivity in Advertisement Translation

随着西方哲学关于主体性研究的发展,翻译领域的主体间性研究日益成为一个热点问题。广告翻译过程中,从译前准备阶段到原文本理解、研读阶段,再到原文本阐释、译文形成阶段,译者与翻译发起者、原文作者以及译文读者等各主体之间需要以"理性交往"为原则,进行平等的对话与交流,译者主体更要自觉地发挥其主观能动性。最后各主体达成共识,实现合作、协调的关系。

With the development of study on subjectivity in western philosophy, inter-subjectivity in translation has been becoming a hot issue. During the complex process of advertisement translation,which includes preparation for translation, careful reading, comprehension, and explanation of the source text, and finally the formation of the translated version, all the inter-subjectivities of the translator, translation initiator,author of the source text, and target readers should abide by a rational principle to communicate equally. With the subjectivity of translator giving full play to the initiative, all the subjectivities should reach consensus and realize a cooperative and harmonious relationship.