Abstract: 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.

Key words: advertisement translation, inter-subjectivity, communication principle