【正文】 l translation”, because culture factor is taken into consideration. Cultures differ from each other and each culture is unique, so it is of great importance for translators to be aware of the cultural differences between Chinese and the Western languages. And trademarks are the windows to show the national culture to other countries. Therefore, one of the most important tasks of transfer is to solve the 3 problems caused by cultural differences in the process of trademark translating. A proper translation has a power to persuade consumers to buy the products。 it is effective to 10 adopt literal translation to deal with the literal meanings of the words or characters in trademarks. However, when translating such names, translators should pay attention to” beauty in meaning” as previously mentioned. The positive association can arouse the interest of the potential customers. For example, 小天鵝 Little Swan(washing machine) 雪花 Snow(beer) 七匹狼 septwolves (men’s suit) 天堂 Paradise(umbrella) 光明 Bright(milk) 三槍 Three Gun(underwear) 熊貓 Panda(TV set) 鉆石 Diamond(watch) Good examples also e from the EnglishChinese translation of trademarks. The now famous beer named Blue Ribbon was literally translated as 藍(lán)帶 . General Electronics and General Mobile were translated respectively as 通用電氣 and 通用汽車 ”. Blue Bird was translated as 藍(lán)鳥 . Their quick pronunciations and closetolife meanings enable them to perform their parts well in the Chinese market. Literal Translation +Transliteration Literal translation and transliteration are both approaches frequently adopted in trademark translation. Sometimes they should be bined to add the creativity and appeal of the trademarks. A typical example is the name of the website“中國人 ”,which is divided into two parts as“中國 ”and“人 ”.“中國 ”is literally translated as “China” while“人 ”was transliterated as “ren”. In my opinion, the English version Chinaren is much better than “Chinesepeople”, which is of slightly racial discrimination. Another good example is“佑康 ”,a very famous brand name of food serial.“佑 ”is literally translated as “you”, and“康 ”is transliterated as “can”. The bination Youcan coincidentally consists of two English words “you” and “can”, which conveys a favorable meaning and may arouse consumers’ preference to it. Other examples are given in the following: 七喜 7up(beverage) 高露潔 Golgate (toothpaste) 金利來 Goldlion(clothing) 可口可樂 CocoCola(soft drinks) 唐獅 Tonlion(clothing) 三力士 SANLUX(soup) 歐夢 達(dá) Euromenda(bed necessaries) 希拉里 Hillary(cooking utensil) Loan Translation 11 Loan translation is to directly use the source language in the target language when the trademarks are posed of names or initials. Although loan translation can not convey the cultural meaning of the source language, sometimes it also succeeds, for example: 555(cigarette) 999 (stomach medicine) 505 (glue) 414 (towel) 566 (shampoo) V8 (food products) IBM (puter) Coinage Translation This kind of trademarks includes the word part of which is the pronunciation and the other part is the meaning. According to the trademarks can know the quality, function and characteristics of the products. When translators transfer the trademarks, they give consideration for the sound and the meaning. This method shows that the pronunciation of the translated trademark is the partial tone of the original sound, not the same as the original. The translated trademarks from this method are always vivid, fresh and lovely. At the same time, these translated trademarks can give consumers a lot of imagination of the products. And this kind of method also includes some special ways to translate the trademarks. Blending Blending is to create a new word by using the parts the full form of two or more words and bining their meanings. It is a very creative work, because the blends are formed randomly according to the attributes of the product or the purpose of the trademark designer. It provides a more free space for the designer to imagine and decide, so the blends are usually rich in meaning, attractive in form and sonorous in pronunciation. In addition, it can better suggest the features and functions of products, such as M—zone 動感地帶 (mobile zone), Fujica 富士 (fuji+camera)and Microsoft 微軟 (micro+software).Other examples are given in the following: 12 Teasmade (electrical teapot) Tea is made. Yosogood (food product) Yo,so good. Sunkis (orange) Sun kiss it. Affixation A trademark is also designed by adding an affixation to the root. The affixation consists of prefixes and suffixes, for instance, the prefix “uni” means “universe” or “united”, . 聯(lián)合利華 Unilever(personal care products)and the suffix “ex” means “excellent”, for instance, 天美 Timex (scientific equipment). “Soni”, which is a suffix related with sound, is widely used in the trademarks of audiovideo products, such as Sony electron, and Panasonic electric domestic appliance. Compared with English coined words, Chinese coined words have more meaningful binations, such as 富麗達(dá) ,萬利達(dá) ,榮事達(dá) ,all of which include the character“達(dá) ”that means making a big fortune.“金 ”, in English “gold” is often added to the root as a prefix implying the features of the goods: precious, excellent and distinctive, such as 金猴 (leather shoes),金雞 (shoe polish), 金嗓子 (medicine).In Chinese or in English, adding affixations is an effective way to design a meaningful trademark which can deliver the features and functions of products. Compounding Compounding trademarks are usually posed of two words which can fully express the attributes of the product, such as 潔婷 Ladycare (feminine napkin),光明一洗黑 (shampoo), 婷美 Gracewell(feminine underwear). Those pounding brand names vividly describe the func