【正文】 s that an organization or a government considers unacceptable and that must be avoided。 a black art means enchantment。 all the American do not like Friday, and call it black Friday, because the economic risk in 1869 and 1873 both happen on Friday. . The color of yellowYellow is one of the warm colors. Because of its high visibility and it is often used in hazard signs and on some emergency vehicles. Yellow is cheerful. In Chinese history, all the emperors wore yellow clothes. Anything is for emperors, it would be yellow. Moreover, for years yellow ribbons were worn as a sign of hope as women waited from their men to e marching home from war. Today, they are still used to wele the lovers back home. Its use for hazard signs creates an association between yellow and danger, although not quite as dangerous as red.If someone is yellow it means he is a coward as yellow can have a negative meaning in some cultures. For example, yellow is mourning in Egypt and actors of the Middle Ages wore yellow to signify the dead. Yet yellow has also represented courage in Japan, merchants in India and peace in China.. The color of purplePurple is royalty. A mysterious color, purple is associated with both nobility and spirituality. As we know that yellow symbolizes the power of emperor in China, however, purple symbolizes the power of emperor in the west. Purple robes are worn by royal members and people of authority or high rank. But it is the color of mourning of widows in Thailand, and it is the favorite color of Egypt’s Cleopatra. It has been traditionally associated with royalty in many cultures. The Purple Heart is a U. S. Military decoration given to soldiers wounded in battle.The color and material used in Elizabethan Clothing was extremely important. People who could wear the color Purple was dictated by English Laws! These were called the Sumptuary Laws. The color of Elizabethan clothes, including purple colors, provided information about the status of the man or woman who wore them. This was not just dictated by the wealth of the person, but also reflected their social. The meaning of colors during the Elizabethan period represented many aspects of their life—the social, religious, biblical and Christian symbolism were reflected in the color of purple.. The color of greenGreen is the color of nature. It symbolizes growth, harmony, freshness and fertility. Green has strong emotional correspondence with safety. Dark green is also monly associated with money. Green suggests stability and endurance. Sometimes green denotes lack of experience。 and so on, “?！? “利”, “富”, “喜”, etc, are chosen to make Chinese feel happy and lucky.. Differences in cultural valueOne of the cultural different reasons between China and west is cultural background. In Spring and Autumn and Warring periods of China emerged Confucianism, Taoism and other ideologies. As different ideologies developed and bated each other, the basic framework of Chinese civilization was established. And then Confucianism became the foundation stone of Chinese philosophy system. Confucianism39。 people must understand each other’s behavioral norm. And the best way to understand each other’s behavioral norm is stand to the principle of doing as they do at Rome. It is the same to trademark translation.. Influences of the migration of languagePeople usually resort to his cultural foundation to estimate or explain objective things. This kind of standard norm of culture is only explained by its specified conditions. So when people use his culture to describe another culture, they will surely suffer the failure of crosscultural munication or will even bring the enormous economic losses. There is a topgrade cashmeres shirt, and its trademark is “雙羊” in Chinese. And it is directly translated into Goats. The sales are not good。G, and it means the hair is elegant , gentle and agreeable. Very clearly, it can fully reveal characteristic and quality of the goods.. CreativityIn order to be creative, when translating the trademark, translators don’t rigidly adhere to the translations’ original sound, former meaning, but attach the importance to the equivalence and function of the original version. “Many English to Chinese translations of trademark are created according to customers’ psychology. There translations don’t rigidly adhere to its original sound, but attach the importance to the equivalence and function of the original version. For example, “7up”, “7” is a lucky number in English, “up” means to a high place and inspiring people with enthusiasm.”(Li Xizhen, 19942007, 356). The basis of Functional EquivalenceSince the basic functions of the trade mark are to identify products and attract consumers. The trademark, after translating, certainly should have these two basic functions. At least the translation would not draw back consumers with fear. And products would not lose the function just because of changing its brand name into other languages. So when the brand names and translated into another kind of language, any trademark would have the same identification function. Now, on the principle with equivalence, there are three translating methods.The functional equivalence means renamed products pletely. For example, the Chinese brand named “嬌爽” sanitary pad is renamed “Carefree”。 some adjustments are necessary.” (陳向軍，2007)In China, there are a lot of brands using chicken as image, such as “金雞牌鞋油、金雞牌鬧鐘”, because the chicken means diligence in Chinese culture. When “金雞牌鬧鐘” is translated into “Gold Cock”, overseas consumers will hang back to this trademark, because “Cock” still expresses the men genitals in English. The translation has harmed the modity image and enterprise’s image, and it has left the rough impression to foreigners, they would think the translator lacks training of the language. Take “白翎牌鋼筆” for instance, its English translation is “White Feather”, why is it so popular in China, but nobody shows any