【正文】 that particular culture. So the importance of cultural feature in the translation of trademarks and how to transmit it effectively by translation is discussed by illustrating the carefully chosen examples of trademarks 【摘 要】現(xiàn)代社會中，商標詞作為廣告的基本組成要素在社會中起著不容忽視的重要作用。商標的重要性由此可見。 clear” all sound bright and clear. (ⅱ )The beauty of terseness The trademark should be expressed simply. A lot of English trademarks are posed by single syllable word. Such as: “ Kent” , “ Shell” , “ Dove” , “ Benz” posed by one syllable. And “ Camel” , “ Rejoice” . “ Sony” posed by two syllables. They are easy to remember and can express the idea of the manufacturer. (ⅲ )The beauty of precinct The beauty of precinct means that the trademark has beauty and connects with the feature of the product. It can make people to image and then stimulate the consumption. Nivea is a kind of cosmetic means “ white” in Latin. It not only shows the classical beauty but also makes people to image. 2 The translation tactics of trademark “ Translation has been a plex subject of human reflection, one ridden with contradiction, from time immemorial. It is not known exactly when preoccupation with the manifold problems of translation began. Its beginning was presumably related to the recognition that mankind was by nature destined to speak many different languages and that this state of affairs was not to be remedied by either international conventions of language or coercive language policy measures.” [11 ]p27 The translation theorist Eugene Nida said: “‘ Language is only a kind of sign. It can exist without culture. The purpose of the translation is to express one language to another language’” .[12] P2 The culture can be divided into external and internal level. In other words, it can be divides into physical culture and physic culture. The literal meaning and the meaning of the language reflect different gradational cultures. In other words, a same thing may have different meanings in different cultural backgrounds. The external translation just transfers the language symbol of words. It less involve the deep gradation content such as individual or collective value orientation, aesthetic mentality and faith. It belongs to a munication that puts on the external culture. “ The coverttranslation is a translation which enjoys or enjoyed the status of an original source in the target culture. It is claimed at times in the literature that a good translation should read not like a translation at all, but like a target language original.” [13] P47 Transliterate and the paraphrase that used in the translation of trademark all belong to the external translation. They transfer the external meaning directly. The thesis will introduce these tow tactics below. Literal translation bases the pronunciation feature of the original trademark and chooses the most close pronunciation and words to express it. It?s the most popular and familiar tactic of translation used in the translation of trademark. This tactic is too numerous to mention one by one. There are some examples below to illuminate. (ⅰ ) Automobile FIAT—菲亞特 。 Whitbread—惠特布雷德 （ from English） 。 Elizabeth arden—伊麗莎白 ?雅頓（ from English） (Ⅴ ) Costume Celine—瑟琳（ from Pair） 。 Panda— 熊貓（ TV） 。 it also adopts lots of method: “ellipsis”, “multiplication”, “flexibility”. For example, a kind of insecticide named Decis (from France) is translated “敵殺死 ” in Chinese. It expresses the feature that this product can kill the pest. “And ?BWM? which is a tactic of automobile is translated as ?寶馬 ? in China. ?BWM? in German just contains the message of the product and has no culture in it. While ?B? and ?M? are translated as?寶馬 ?，it possesses the culture meaning. ?馬 ? (horse) is loved by most Chinese. Also ?horse? can run very fast and use to be vehicle in archaic. The feature just can express the advantage—fast feature of the automobile.”[ 17]p 3The famous tactic “雅戈爾 ” is translated as “”Youngor”. And it makes people to image that he will look like younger if wear this product. 3 The principle of trademark translation in intercultural munication Products are sold to different countries and areas. So the various differences must reflect to language. The translation of trademark seems to deal with the individual words, but actually, it asks the translator to faces two kinds of cultures. “Intercultural munication is a branch of munication. It draws theories, concepts and methods from munication, sociology, psychology, social psychology, cultural anthropology, journalism, philosophy, history, ethnography, and international relations. Thus it is an interdisciplinary subject.”[18] P27 Along with the petition being more and more fierce, the translator must possess strong intercultural munication consciousness and then he or she can translate a successful brand name Respect and handle the different mentality of nation, prehend the free meaning of trademark National physical feature is a procedure that evolves from the national culture. Because there are differences of environment, history, religion, politics and economy, their physical feature must be different from each other. This has been mentioned above. So, the consumers who live in different countries may have different values and conceptions of mentality. For example: The products of our country always named as “animals or plants”. While translating such kind of trademarks, the translator must know about which countries or areas the products will be sold to and find out which animals or plants are favor or not in that area. Such as “dragon”: “dragon” in China means “龍 ” a kind of animal which not really exists in the world but created by people?s imagination. It is the symbol of mascot. So the Chinese people all very like it. But in English, it has another meaning “demo