【正文】 Generation (2021), from the perspective of the cultural factors, this paper expounds the trademark translation significant mercial purposes and the huge differences between Chinese and western culture, traditional fidelity in translation equivalence translation standard has been unable to adapt to the flexibility of the trademark translation not does not lose the letter or letter. Cultural perspective In international trade, a wellknown brand names faithful translation of the language allows a potential entry point for consumers from knowing the product. Literal translation of the trademark is the original meaning of the surface of the converter. However, the special case of trademarks, and sometimes literal not a good expression of the cultural trademarks of the original flavor, but also because of cultural differences may be unable to target markets and customer acceptance of its products. Dairong (2021) from the start with cultural factors, on the trademark translation notable mercial purposes in the Western culture and the great differences in the translation, the traditional true and equivalent translation standards have been unable to adapt trademark translation flexibility not without losing the letter or letter. I should be the desired goal at the top of translation. Trademark Translation is a crosslanguage, crosscultural munication, and made in the translation of Chinese and Western cultures should focus on the exchange of information (Yuan Zhifa, 2021). Wang 1 (2007) in its trademark trademark translation and cultural translation of the trademarks in the text of a translation should be allowed to trademark product information disclosed。 Shoulder” used to be translated as “海倫仙度絲 ”. It is too long and too hard to understand. Now it is translated as “海飛絲 ” which is more vivid than the old one. The most biggest electronic instrument and mini—puter “Hewlett Packard Co.” once used “休利特 —帕長德 ” for a long time in China. But it is replaced by “惠普 ” now. The latter translation is simple and can associate with the active meaning. And “惠普 ” bees a famous trademark in this profession. Moreover, the translation of snack “McDonald?s” is used “麥當勞 ” instead of “麥克唐納 ”. The translation of automobile “Rolls Royce” used “勞斯萊斯 ” instead of “羅爾斯 —羅依斯 ”. 4． Conclusion Although the diction of trademark is simple, it is hard to translate well. So only the translator can understand the thought of consumer, respect the national custom and handle the felicitous tactics or skills of translation, the translating trademark can win the consumers? identify and finally win the whole market. Trademark is an offspring of language and culture. Only translating it according to the background of culture, the translator can translate a good trademark. Reference Biology 1] 呂華 . 商標的文化特征與翻譯策略 [J] 淮陰師范學院（哲學社會科學版） [2] 同 [1] [3] 同 [1] [4] 同 [1] [5] 同 [1] [6] 牟章 . 跨文化交際 中的商標翻譯 [J] [7] 朱娥．商標詞翻譯理論和方法 [J] 昭通師范高等專科學校學報． (26) 4 [8] 同 [6] [9] 趙桂華 . 翻譯理論與技巧 [M] 哈爾濱工業(yè)大學出版社 . [10] 同 [1] [11] Wolfram Wilss. The Science of Translation—Problems and Methods. [M] 2021 [12] 熊德米 . 達奈翻譯理 論評述 [J] 重慶大學學報 . [13] Translation and Relevance—Cognition and Context. [M] 2021 [14] 同 [6] [15] 游玉祥 . 商標翻譯中文化意想的靈活移植 [J] 安徽師范大學學報 . （ 33） 1 [16] 同 [15] [17] 汪曉芳 張群 . 英文商標名漢譯的翻譯原則與策略簡介 [J] 東華大學學報 . （ 5） 1 [18] 王振亞 . 語言與文化 [M] [19] 同 [7] 商 標的美學特征 II. Aesthetic Characteristics of Trademarks Aesthetics The formal beauty of a translated trademark mainly refers to its pleasant pronunciation. Different pronunciation may arouse different psychological reactions (He Chuansheng, 1997.). Many EnglishChinese trademark translations sound beautiful and clear in terms of pronunciation. For instance, “ 派克 ”(“Parker”), “ 柯達 ”(“Kodak”) and “ 捷安特 ”(“Giant”). A good trademark should be pronounced resoundingly, and has the distinct rhythm and harmonious sound to make people enjoy the sense of hearing. The trademark often uses the consonant which the resounding vowel and small blocking degree are easy to spell. There are some examples. “Sharp”(夏普電器 ), the resounding long vowel gives the human by the aftertaste and distant feeling. “Kodak”(柯達 ) is the roll film trademark. Gee Eastman is the founder of the pany, who prefers the letter K, so it has been used in the beginning and the ending of the trademark. It is perfect which joined the letter ode to produce presses shutter?s onomatopoeia effect. In the translation, the constitution of the Chinese trademark and the words sound good and harmonious. “Maybelline”, the American cosmetic, full of flavor. It is translated as “美寶蓮 ” in Chinese. “美 ” suggests that its function can make customers more beautiful, and “蓮 ” suggests that its effect can make customers pretty as paint. These two characters takes its sound and its righteous 二、研究現(xiàn)狀 商標 于商品猶 名字 于 重要 于商品 言 商標 僅 稱謂更 種品質(zhì) 象征 于企業(yè) 言 商標更像 用 口 推銷員 商標作種特殊 競爭性語言符號 著其區(qū)別性、廣告性 保護性 我 翻譯程 更需要嚴謹仔細、認真推敲 近 者 各種 同 角度 英漢商標詞 翻譯進行 深入 探討 研究 并提 些具 理論依據(jù) 翻譯策略 文化角度 際貿(mào)易 知名品牌商標語言 忠實翻譯能讓潛 消費者 切入點知曉該產(chǎn)品 直譯 程 商 標原文表層意思 轉(zhuǎn)換 商標 特殊性 言 直譯 表達商標原文 文化韻味 能 文化差異使目標市場 客戶接受其產(chǎn)品代 榮（ 2021） 文化 素入手 闡述 商標翻譯顯著 商業(yè)目 及 西 文化 巨 差異 , 翻譯 ,傳統(tǒng) 忠實 等值翻譯標準已 適應(yīng)商標翻譯 靈 性 失 信 或 信 應(yīng)該 譯文預(yù)期目 置于翻譯 首要位置 商標翻譯 種跨語言、跨文化 交際 并提翻譯 應(yīng)注重 西文化信息 互通（袁志 2021） 王金 （ 2021） 其《商標翻譯與文化商標翻譯》 文 提 商標翻譯應(yīng)該讓商標透 產(chǎn)品信息；商標翻譯必須符合廣告語言 文化特征；商標翻譯要與目標市場社 政治密切關(guān)問題相關(guān)聯(lián) 美 角度 眾 者認 商標翻譯要注意商標 美 美 商標才能引發(fā)潛 用戶 美聯(lián)想 意譯 都 基于 種目 進行 居 李玫（ 2021） 美 角度 發(fā)其《 審美角度論商標名稱翻譯》 文 闡述商標 產(chǎn)品 銷售 起著重要 廣告作用 ,商品名稱 翻譯既要通俗易懂 ,容易 廣 消費者所理解； 要符合普通群眾 審美需求 審美能力 ,并 接受 欣賞 ,同 要符合本民族、政治、經(jīng)濟、文化 宗教信仰及風俗習慣 商標 美 特征 音美、形美、意美三 面探討 譯者要敢于創(chuàng)新 譯 具 音美、意美 市場效應(yīng) 譯名 （崔金 枝 2006） 功能 等角度 同 信息 用兩套 同 語言 接受者 同 卻要產(chǎn) 基本相同 效 等效翻譯 主要原則（劉 娥 2021） 李瑩（ 2021）、肖輝（ 2021）等 認 商標 翻譯 應(yīng)拘泥于原文 應(yīng)靈 處理 使商標譯名能夠產(chǎn) 與原文 或近似 功能 李瑩 其《英漢商標詞 等效翻譯》 提 商標翻譯 應(yīng)避免使用 文化差異造 同理解 詞