【正文】 ristics 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 and explain people’s feeling. In the same language environment, the same color can correspond pletely with the same significance. But in the different language environment, the same color word refers to the significance is totally different. Especially the language purpose can not be corresponded to different countries. This kind of word will cause misunderstanding in different environment, so it should not be ignored in translation. For example, if we translate the trademarks such as “紅豆”, “藍天”, and “白象” directly into “Red Bean”, “Blue Sky”, and “White Elephant”, it would be a Chinese way of translation. If we want to translate the trademark successfully, we should know clearly about the meaning of every color. Now we discuss the meanings of red, white, yellow, blue, green and purple.. Color of redIn terms of emotion, red is always connected with happiness or celebration, in both western and eastern cultures. It expresses joy, ebullience and enthusiasm. For example, in English, redletter days means Christmas day and happy day。 joyful?！?be in the red means that “to own money to your bank because you have spent more than you have in your account。 redink entry means “赤字分錄”。 black and blue means (to hit somebody until they are) cover with bruises 。 bluesky law is a law about stock jobbing in America.. Color of whiteIn both East and West, white means chasteness, goodness and innocence. For example, snow white is a pure and warmhearted princess。 whitecollar means someone working in an office rather than in a factory. Furthermore, white has another meaning in economy. For example, white goods mean large pieces of electrical equipment in the house, such as washing machine and refrigerator etc。 white sale means price cutting and the white way means brilliant shopping centre.. The color of blackBlack means people have bad emotion. This is the same in both English and Chinese. For example, “他氣得臉色鐵青,” here “青” means black. And black means tribulation and misfortune in English. For example, black list means a list of the names of the people, panies, products or countrie