Analysis of Translation Strategies of Slogans and Translator's Subjectivity Based on Translation Ethics

t: This research, resorting to Chester man’s ethical model of translation, delves into translation strategies of advertising language and combines the characteristics of translator's subjectivity to explore the translator's subjectivity in five ethical models, aiming at exploring to what extent translator's subjectivity has been embodied in the process of translating advertising language under the guidance of translation ethics. Through the analysis, the results show that translation ethics not only limits the translator to the highest normative standards, but also leaves a suitable space for the exertion of translator's subjectivity. However, only under the limit of certain ethics can the translator's subjectivity be displayed to a great extent and achieve the harmony and unity of initiative, passivity and selfishness, thus better disseminating Chinese culture and fostering the smooth communication between Chinese and Western cultures.