【正文】 畢業(yè)論文（設計）The Elementary DiscussionOn International Trademark Translation1. IntroductionAlong with rapid development of science and technology, every country in theworld actively exploits international market and enlarges the international market share. The important purpose of entering the international market and cultivating name brand modity is to well publicize the merchandise. Thus, as American author Ailisi says: “there can be difference between great amounts of dollars on the achievement of sale.” Practice has proved that successful trademark translation can bring the huge economic efficiency, while unsuccessful translation not only brings serious economic loss to the pany or the country, but also affect the pany or the national image directly.The trademark research presents the unprecedented prosperity of the trademark translation. Translators have made large quantities of achievements in scientific research。 especially the Chinese translation of trademark is gratifying. The study range is exceeded gradually. It has already no longer limited the discussion of the trademark translation only in translation technique. But more and more people begin to study the problem that the trademark is translated in terms of interdisciplinary studies. Superficially speaking, the further research of trademark translation indicates that the translation should apply certain strategies to realize the transformation of trademark language. But the essence is actually the spread of the culture, because the trademark word choice and its use have reflected a nationality’s history and culture. The trademark translation is still the interdisciplinary knowledge。 which involves more disciplines and fields such as linguistics and translating. It can be caught in one’s own trap, if the trademark translation only stays in language. Accordingly, the limited scholarly research filed of vision would affect the quality of the trademark translation. In order to do the multidisciplinary research, the aspects of culture and the methods of translation could study the essence of the characteristics and improve the quality of the trademark translation. The research progress can not only promote the trademark practice, but also accelerate the development of the international trade at high speed.The study on translation of trademark has already started since last century, which covers a range of the theories of description, emotional appeal, aesthetic elements, moral values, etc. And it results in theory system concerning the principle as well as the approaches of trademark translation. The traditional translation maintains that translation is a process of replacing textural material with another one of equivalence. So we can say that any translation can’t be carried on well without getting to know the culture. We should pay attention to the relationship between culture and translation.2. The principles to be followed. A cultural perspective in translating brand name. Adaptations to national traits and valuesEvery nation has its own particular characteristics, moral principles and beliefs. These three aspects are regarded as a necessary part of the culture. A translator should never neglect national traits and values, which are exclusively possessed by the target consumers.There are still other examples of adaptation to national trait in brand name translation. One might have heard about the brand name “紫羅蘭”. Owing to the cultural nature of trademark, a successful translation of trademark should conform to the cultural custom and psychology of the foreign custom. For example “紫羅蘭” was originally translated into “posy”, and the products sell poor. The reason is the original meaning of posy is gay. So the translation of Chinese trademarks may cause cultural barrier after the modity enters the western market.Another example is the famous perfume “Poison” produced by the French pany Christian Dior in 1985. The “Poison” sold so well in western countries. It broke the record in the first two weeks after it appeared in the market. It was owned for its special design, it was regarded as mysterious and adventurous, and “mysterious and adventurous” was the mon feeling of western woman consumers. As we all know, poison as a noun means substance that can cause illness or death if it taken into the human body. So we could predict that if it is translated into “毒藥” or “酒”, the gentle and quiet eastern women would never choose the product. But the French pany translated it into “百愛神” with the semantic transliteration method before entering the Chinese market. The translation of the name bears a similar sound to the original and conveys favorable meanings in the target language.The last example I want to take is the brand name “Gold Lion”. The original meaning of “Gold Lion” is “金獅”，but in order to satisfy people’s eager wish to be lucky and luxurious, it is translated into “金利來”. It has some effect on stimulating people to buy products.In short, in order to attain functional equivalence in brand name, a translator has to adapt his linguistic choices to national trait. Furthermore, to be a translator, for the sake of adapting values of the target culture, he has to know the difference of numbers, colors and customs between countries.. Adaptation to numbersBecause of the influences of local traditional culture, religious belief and geographical environment, the meaning of figures has differences between the east and the west. For example, Chinese can take “999”, “金六?！? “三元”, “三槍”, and “十三香” as trademarks, while the occidental take “7UP”, “Mild Seven”, and “7Eleven” as trademarks. Thus, if these modities are sold abroad, the trademarks like “666” and “十三香” would have trouble in Great Britain and America, because the number “6” symbolizes devil and “13” is an unlucky number in the Great Britain and America.. Adaptation to colorsColors are fantastic things. They can help people to describe objects an