【正文】 g. It is said that in ancient Shaoxing a jar of this wine was buried under the ground when a daughter was brought into the world. When the girl grew up and became a bride, the jar was dug out and presented to the guests attending the wedding. As the wine was uncapped, the smell of the wine spread far, all guests became excited and congratulated the parents, so it was named“女兒紅 ”.If a boy was born, the family also buried a jar of wine under the ground hoping that the boy would go to the top in the imperial examination, that is, “Zhuangyuan” (狀元 ),who would bee a superior official. When the boy passed the highestlevel imperial examination of ancient China, his parents would dig out the jar and celebrated with it. The custom is transmitted from generation to generation and“女兒紅 ”and“狀元酒 ”have bee famous trademarks now. So when a translator translate them, it is very necessary to provide the cultural information with the trademarks. It is not only easy for customers to know about the origin of the wine but accept it quickly, because any one from any country would like to equally appreciate the beautiful things, enjoy the happy feeling and desire success. From the examples mentioned, we can conclude that it is a great task for translators to take into consideration the customs and habits of the target customers. Any carelessness would cover the differences between the source language and target language. So transliterating is a good method because it not only shows the difference in customs between the source language and the target language, but also enriches the vocabulary of the target language, for instance,“人頭馬 ” from “RengMatin”,“威士忌 ” from “Whisky”,“白蘭地 ” from “Brand”,“雞尾酒 ” from “Cocktail ” .Each culture has its own characteristics, which are unique and easy to cause cultural barriers in trademark translation. It is translator’s duty to overe them and create proper English versions. 4 Some techniques of trademark Translation Literal Translation Literal translation consists of syntactic literalness and lexical literalness. (Whilss, 2021) Some of the trademarks are made up of only one or a few words。 1 1. Introduction With the development of economy globalization, more and more products rushed into the international market, it gives consumers enough space to make choices. Therefore, the first impression of a particular product on the consumers will have a farreaching effect. As a product in domestic market, the first impression is mostly produced by its trademark, while for those in overseas market, by the trademark translation. A novel and proper translation of trademark can catch the attention of consumers at the first sight, arouse their curiosity and interest, and further stimulate their expectations and desire. While some improper translation cannot function well and convey the necessary messages to the target consumers, which will unfavorably affect the market promotion. However, trademark translation is not easy, different nations have different cultures, culture deeply influences people’s attitude to their life, even consuming. The cultural differences between the original text and the target language often lead to some barriers in translation. Translation without dealing well with barriers is to result in cultural loss or misunderstanding. So, it is of great importance to find out the differences in culture. This paper attempts to explore some cultural differences in trademark translation reflected in social background, value systems, customs and habits, then some strategies and techniques would be adopted in trademark translation. 2. Culture Trademark Translation of Culture Culture differs from each other and each culture is unique. As to its definition, different studies have given many definitions of culture from different aspects. The most widely accepted one was given by Edward Tylor—a British scholar in 1871. He defined culture as “a plex whole which includes knowledge, beliefs, art, morals, law, custom, 2 and any other capabilities and habits acquired by individuals as members of a society.” Generally speaking, people from two different countries have different understanding of culture. And language is the carrier of culture. It is an essential and important part of a given culture and that the impact of couture on language is something intrinsic and indispensable. Trademark language embodies the characteristics of both language and culture. Therefore, a trademark translator should pare the cultures and languages before he translates it. Translation without the consideration of culture may lead to barriers and result in cultural loss or misunderstanding. of Trademark An authoritative definition of trademark is given by OXFORD Advanced Learner’s Dictionary of Current English as follows: A trademark is a name, symbol or design that a pany uses for its products and that cannot be used by anyone else: ‘Big Mac’ is McDonald’s bestknown trademark. Along with the development of economic globalization and increasing international contact, trademarks have bee more and more important. A trademark is a modity worth a large sum of money nowadays, such as CocoCola, Microsoft and 紅塔山 are worth $ billion, $ billion and 46 billion RMB respectively. In some degree, a trademark is the representative image of a pany, embodying the enterprise culture, technology and its credit. With various products peting in the world market, trademarks also embody different cultures of different nations. They are the direct advertisement of an enterprise and one of the most effective is to arouse the potential consumers’ interest to promote sales. So a trademark is of great importance to the enterprises. The Relationship Between Culture and Trademark Translation Translation can also be called a “cultura