【正文】 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。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”。 it still influences many aspects of people’s daily life. For example, there are a few important festivals in the west that is concern with Jesus Christ. Christmas day is a festival in celebration of the birth of the Jesus Christ on Birth refers to the birth of Christ, which Christians believe to have been caused by God rather than by ordinary sexual union. In order to cater to western customers’ tastes, we should use some names that e from the Old Testament or the New Testament, and we should never use some words to damage the image of Jesus. . Differences in logic thoughtThe Western view of the world is derived from the ancient Greeks who saw the world as discrete objects, and who employed systematic descriptions and analyses of nature. Western thinking typically is linear, logical, analytic, and goal oriented and deals readily with abstractions and universal principles. It is explicit。 black man means devil。 white money means silver coin。 Blue law is an American law, it forbids people go into business on Sundays。 in the red means “虧空，欠債”。 redhot used to describe the person, animal or team that is considered almost certain to win a race. In China, red stands for flourish and success. In traditional wedding party, the bride wears red clothes and bridegroom fastens a big red flower in the front of the chest. In the bridal chamber, a pair of “紅雙喜” would be decorated in the middle. All these things are symbols of the love. When celebrating a traditional festival, the Chinese would put up red lantern and play red firecracker in order to celebrate the happy event. “開(kāi)門(mén)紅” means good luck and win victory as soon as one’s standard is raised. “紅光滿面” not only means “glowing with health” but also means “beaming with joy。 redblooded means full of strength and energy?！?and see red means that “to be very angry.” From all the examples above, the occidental take red as an awful premonition, and danger. And this point is so different from eastern culture. For example, he turned red means he feels shame, and if it is translated it directly into “見(jiàn)紅”, it means women bleeding before delivering. At last, red also means “get into debt or to the bad” in English. For example, red figure means “赤字”。 a blue Monday means unlucky Monday.In addition, blue can be used to express law and shares. For example blue book means “藍(lán)皮書(shū)” the publication of Britain Cortes。 white war is a war with no smoke of gunpowder。 black mail means extortion and ransom。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。 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