【正文】 eflected in trademark translation that the cultural differences result in obstacles. The content of the trademark translation is quite short, but its meaning and information is rich。 aesthetic appreciation, but play great role in affecting and developing the psychology of social culture and aesthetic appreciation. The aesthetic psychology is a prehensive cultural awareness which involves political ideas, Religious Concept, life style, manners, custom, and so on. Trademark as an advertising, we need apply to the customers39。 “pigeon”was fed for eating。 as an activity which is against will, and do not consider from the culture, the mental and accepting idea. We all know that 5 translation is a creative process on earth, and creativity is always necessary. That was what Mr, Qian Zhongshu said to Lin Yu when he appreciate Lin Yu39。 cultural anticipation with their strong impression to improve the quality of trademark translation 摘要： 長(zhǎng)期以來(lái)對(duì)許多商標(biāo)翻譯原則的僵化理解 ,引發(fā)了商標(biāo)翻譯實(shí)踐中的諸多問(wèn)題。s lack of creativity and various problems thus caused, the reasons of the lack are discussed with a strategy proposed to pensate for the defective trademark translation in the perspectives of culture, methodology and acceptability with the intention of getting rid of the conventional disadvantages of trademark translation, rising above the cultural barrier and integrating different consumers39。 cultural anticipation with their strong impression to improve the quality of trademark translation. Key words： trademark translation； translator39。商標(biāo)翻譯中譯者創(chuàng)造性的缺失就是其中一個(gè)重要的缺陷。s translation management: it often happens that a translator can use the target language more fluently than the writer use his source language in translation history. The trademark translation defect caused by translator’s lack of creativity. 1) Overlooking the culture difference. It is an indisputable fact thatthere are many differences between the eastern and western culture. And the differences will inevitably lead to obstacles in crosscultural munication. Which are mostly reflected in trademark39。 only 39。 aesthetic appreciation in its translation. For example, the 6 showering soap蜜蜂 was once translated as Bees, which looks rather equal, but it was not popular in English customers since there were many invisible furs, which can give customers some unfortable feeling. So the translation is a failure since it ignores the public psychology. Besides, many western people are frank, so we are try to use less implicitly or contrasting words and expressions in trademark translation. 3） Misunderstanding the essence of trademark A trademark is a symbol of an enterprise, the selling is not only related to the quality but also related to its brand name. A natural, elegant and characteristic brand name can give a deep impression to customers and stimulate people39。 to embody a trademark39。s essence and information transfer. But if the trademark we translated with Pinyin is a very famous place or building such as Changcheng, we can keep it. . Translator’s thought of creativity in view of method. Ever since the beginning, the methods used in trademark translation have been focused on. Generally we use the following: 1) Imaginary method. Considering the meaning and character of the goods and the public psychology, using enough imagine in translating process can lead to much effect. Like Rejoice which means “欣喜 ” are very ordinary, but when it entered china market, the Pamp。 Shoulders was translated as “海倫仙度絲 ”firstly, but 9 later was translated as “海飛絲 ” which exactly described the beauty of the hair. And Crest was translated as “佳潔士 ”, the increased two words perfectly advertised for the brand. Since this our Chinese brand need to learn and practice in our trademark translation. Such as 海信 was translated as “HISENSE” from high sense(高度靈敏 ) is a good example. Translator’s thought of creativity in view of acceptance theory we always take the writer, the original scripts and the translators as the center while ignore the acceptors in translations. It is said that translation is an information transferring proceed. And within the process we are always trying to find a balance between the creation and the equivalent. Only based on the original scripts adding the creation can make the translation good. That is also suitable in trademark translation: only transferring the information to customers and accepted by them is a success. 1). The inspiration for translation research based on Acceptance theory First, pay some attention from the research of the original work and the translated script to the acceptors. Nida once advances FOCUS IN TRANSLATION, which asked the translators to think more about the acceptors. Secondly, the acceptance theories not only enhance the translator39。 desire to buy, so the trademark is accepted, the goods are more likely to be accepted. 4. Conclusion: The research of trademark translation is hence to be strengthened along with the development of internationalizing products. From theory to practice, from the principle to method, conducting the research in trademark translation has important academic value and remarkable economic value. In such a long time our translation teaching and practice more emphasize on accurate meaning and grammar standard。 wrote by Nida . 呼和浩特：內(nèi)蒙古大學(xué)出版社 , 1998： 107. [2]cultural context and language translation。 6a*CZ7H$dq8Kqqf HVZFedswSyXTyamp。 qYpEh5pDx2zVkumamp。 qYpEh5pDx2zVkum amp。 qYpEh5pDx2zVkum amp。 qYpEh5pDx2zVkumamp。 qYpEh5pDx2zVkumamp。 qYpEh5pDx2zVkumamp。 qYpEh5pDx2zVkumamp。 qYpEh5pDx2zVkum amp。 QA9wkxFyeQ^! dj sXuyUP2kNXpRWXm Aamp。 gTXRm 6X4NGpP$vSTTamp。 qYpEh5pDx2zVkumamp。qYpEh5pDx2zVkumamp。qYpEh5pDx2zVkumamp。 qYpEh5pDx2z Vkum amp。 QA9wkxFyeQ^! djsXuyUP2kNXpRWXm Aamp。 gTXRm 6X4NGpP$vSTTamp。 gTXRm 6X4NGpP$vSTTamp。 gTXRm 6X4NGpP$vSTTamp。gTXRm 6X4NGpP$vSTTamp。gTXRm 6X4NGpP$vSTTamp。 gTXRm 6X4NGpP$vSTTamp。 gTXRm 6X4NGpP$vSTTamp。 gTXRm6X4NGpP$vSTTamp。 gTXRm 6X4N