【正文】
purchasing desire by right of a good trademark.” [1]( p1) However, due to the international trade bee more and more frequent because of Worldwide Economy Uniformity, a trademark which translated suitably can decide whether a product can or not occupy the oversea market. As a special method of munication, the translation of trademark must consider the similarities and differences of the different language cultures. During the process of translation, the translator must adopt the flexible tactics of translation in order to translate effectively and retain the cultural feature . 1 Trademark and culture The relationship of trademark and culture “ The sociologists said that all kinds of the phenomena of culture are different. Each kind of culture evolved because of history and geography. Due to this cultural difference, the understanding of language is different.”[2]( p1) As a result, it may cause a problem that people in different areas may have different understandings to a same trademark. We can see that one product which has a same trademark is popular in one area but suffers absent treatment in another area. What begets such an obstacle is the cultural difference. Therefore, how to remove the obstacle which begets by the cultural difference bees an ineluctable problem. Trademark is a method of expression and a tool of transmission. Bao Huinan believed that “Language is the carrier of the culture. Culture is the root of language. The translation is the bridge of intercultural munication.” [3] (P1) Dai Weidong believed that there are at least four methods which human used to transmit: (1) Passing it on generation to generation by the real object. (2) Setting an example and transmitting it through the method and the principle of action. (3) Telling the offspring about some verities, methods and concepts by language. (4) By writing. [4] (P1) New Mark believed that the culture contains biology, physical, social munication and custom. [5] (P1) The trademark makes up by words, pictures or other ponents. Obviously it is a sign to transfer the message and it is a special language. Moreover, the trademark is an important part of advertisement. And the essence of advertisement is marketing. But for the differences of location, religion and the economical developed level, the consumers in different countries have differences in thought, aesthetic delight and sense. Therefore, the trademark in different countries has its own culture and possesses different features of culture. So, the translation of trademark can be seen as a kind of intercultural munication. The translator must pay attention to the intercultural munication of the translation of trademark. Language is the tool of the thought and the munication. It is also the reflection of the social culture. It can influence the thought of people. There will bring an obstacle in the intercultural munication when the differences of each culture reflect in the differences of language. “ Such as the English trademarks which contain the words‘ sun’ are very popular in many western countries. For example: Sunerge, Sunjoy, Sunrider, Sut, Sunniwell, Suntory, Suntour, Sunwoods, Sunnia and so on. Many people who lack the cultural knowledge of western countries are hard to understand why. In most western countries, people believe in Christian. So they believe “ Sun” is the symbol of the Christ Jesus. As a result, people maintain an adorable mentality to the “ Sun” . And such a cultural mentality reflects the trademark’ s denomination.” [ 6]( p2) The translation of the trademark is a special method of munication as an important tactic of marketing the products. The consumer can municate with the manufacturer in different times and different places by the trademark. As a kind of cultural carrier and the method of munication, the translation of trademark requires the translator must discern the differences between the original countries and the purpose countries. And the translator is also required to handle the deep cultural meaning through the phenomenon of external cultural. The culture feature of brand name The human and clime factor “ Each product must associate with its manufacturer and the producing area. And different areas endow the product with different cultural meanings. As the symbol of product, the trademark inherits such a feature. Products that named as the founder of the manufactory are every popular.” [7](p1) It is the consistently using method of international denomination. For example: American plane Boeing (波音 ), automobile Ford (福特 ) are all denominated as the manufacture founder’ s name. The trademark which denominated as the place where it came out is also every popular. Such as “ Champagne (香檳酒 )” is denominated by its producing area. “長城” pencil is another successful example to mention. This enterprise founded at the period when China was suffering the aggression of Japan. The trademark was denominated in order to respond the patriotism of Chinese people and aroused them to reject the foreign products. And “長城” is the symbol of China. It just built for fighting back the invader. So, the product was denominated “長城” as its trademark was very felicitous. The national and consuetudinary feature of trademark If a corporation wants to develop well, it must walk up to world. As the symbol of the corporation, the trademark must possess its own national and consuetudinary feature. It can be said that nation is its root. For example, “廈華”( TV) , “長城” ( electric fan) not only won by its good quality but also marked the spirit of the Chinese people. The trademark is the symbol that created by human being. It possesses national custom and the charm of the traditional culture. “ The English trademarks are always denominated as gods and places’ name which e from r