【正文】 ducts. Green is directly related to nature, so you can use it to promote “green” products. Dull and darker green are monly associated with money, the financial world, banking, and Wall Street.. Adaptation of cultureCulture is human mon wealth, and the human’s existence and development differ from each other in terms of regions and races. The reasons of creating the conflict between Chinese and the western cultures are varied. But the most important point is that both sides, Chinese and western, have different cultures and different historical backgrounds. Chinese traditional culture is social ethic culture for centralization involving the humanitarian nature. It is broad and deep with long history, and it has restrained system as well as few words with rich meanings, limpid style and easy understanding, though sometimes it just can be understood rather than to be explained. But Western culture is diverse, separable and opening.Culture shows the different creative ability and creates spirit between the east and the west, and it also shows the different history characters and special styles between east and west. We can take advantage of paring the different cultures between the two. When we translate trademark, we could take notice of it. For example, dragon is a lucky animal in China, but in the Western culture, dragon is an evil monster. Coke in English means male organ, and it also is a taboo language in Britain. Moreover, in the some countries, people believe in Moslems, they would never use pig or dog as trademark. Japanese resent lotus and fox, but they like the oriental cherry, tortoise and dock. Englishmen do not like elephants but pandas. In Italy and Spain, we should avoid using chrysanthemum. Russians think walnuts, the peacocks and chrysanthemums are something ominous. Some countries of North African resent the pattern of the dog.In China, there is a brand name “蝙蝠”. When the pany expands the business into the west, they translated the trademark into “Bat” in English. “蝠” and “福” have the same pronunciation in Chinese, and both of them symbolize lucky and happy. However, in the west, it is an ugly, blind and fiendish animal that only flies at night. It signifies death. Most foreigners believe it is a knell of death if the bat flies into house. In this case, who would buy? Moreover, the bat is usually likened to an old woman with blind and ugly eyes in English.. Adaptations to politics and history“The difference between Chinese and Western history and culture lies in the fact that China’s is an inward orientated culture with ethics as its core, while the western history and culture is outward orientated, with material economy as its basis.” (孫憲梅，2007，223)Politics and history, being parts of culture, have always been imposing influence upon many other culture elements. In fact, political and historical elements bring out gradual changes in almost every aspect of daily life in every country. When translating trademarks, the translator should be sensitive as well as careful enough to adapt his linguistic choices to the political status and the history of target country. If the translated brand name does not accord with the target country’s politics and history, it would hurt the feelings of the local people, or it even could result in serious trouble, not to mention to its help in the sales of the product. For example, Dunhill is translated into “登喜路”。s central doctrine is that of the virtue of Ren. What is Ren? Ren is translated variously as goodness, benevolence, humanity and humanheartedness. In short, Ren means affection and love. For more than two thousand years, it has molded and shaped the civilization of China and exerted a profound influence upon almost one fourth of human race. Just as DR. SunYatSen said, therefore the old morals of loyalty and piety, affection, and love, faithfulness and righteousness, are superior to those of the foreign countries, let alone the peace and harmony. These high standards of morals are our national spirit. So when we translate trademarks, we could use some words such as “德”, “仁”, “義”, “孝”, such as “同仁堂”, and “全聚德”. It is accordant to Chinese culture.Different from China, Christianity plays an important role in the west. English speaking countries are generally considered as Christian countries where many people believe in Christianity. Christianity is the region based on the life and teaching of Jesus Christ. Jesus is the founder of Christianity. According to the doctrine of Christianity, the Trinity is the union of the three forms of God, the Son and the Holy Spirit. Jesus Christ, the son of the God and the holy book of Christianity in the Bible, which consists of the Old Testament and the New Testament. Though, the power of the church cannot pare with the past time。 because Goat means “Lecher”, besides the meaning of an animal with horns and a hairy coat, which lives wild in mountain areas or is kept on farms for its milk or meat. Such a trademark, no matter how good the quality is, no one wants to buy it.From all the above, we could know that the associative meaning of a word often has a distinct national characteristic. For example, “白象” has positive meanings in China, but it has negative meanings in the west, because “white elephant” means a burdensome possession and uselessness in English. . Adaptations to extended meanings of words“Language is the carrier of the culture. Being a kind of code system reflecting concrete culture, each language contains numerous words with their extended meanings far beyond the basic ones. Great care is needed in the treatment of these words and the translator should consider not only the basic meanings of words but the extended meanings of them as well. Often these words cannot be literally translated。 sanitary pad “怡寶” pure water is renamed as “C’est bon” and “玉麗” is renamed as “Effi”. What deserves to be mentioned is the wine “杜康” of China. 杜康 is a famous master of making wi