Translators' Subjectivity in Commercial Advertising Translation

DOI

10.2991/icem-17.2018.128How to use a DOI?

Keywords

Economic globalization; Cross-cultural communication; Commercial advertising; Translators' subjectivity; Inter-subjectivity

Abstract

While business interaction and communication between different cultures are increasingly frequent and close, the cross-cultural communication has affected everyone's life more or less. Commercial advertising translation as an effective bridge between Chinese culture and foreign culture is not merely a technique, but an art. Translators' subjectivity plays an important role in promoting products and spreading, affecting, and even innovating their own culture and others simultaneously. Translator's subjectivity is one of inter-subjectivities in translation process; inter-subjectivity is an existing way of subjectivity. Thus, translators' subjectivity study must turn to translating inter-subjectivity study in commercial advertising translation with the development of economic globalization.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yabo Li
PY  - 2018/01
DA  - 2018/01
TI  - Translators' Subjectivity in Commercial Advertising Translation
BT  - Proceedings of the 2017 7th International Conference on Education and Management (ICEM 2017)
PB  - Atlantis Press
SP  - 633
EP  - 637
SN  - 2352-5428
UR  - https://doi.org/10.2991/icem-17.2018.128
DO  - 10.2991/icem-17.2018.128
ID  - Li2018/01
ER  -