【正文】 heard about the brand name “紫羅蘭”. Owing to the cultural nature of trademark, a successful translation of trademark should conform to the cultural custom and psychology of the foreign custom. For example “紫羅蘭” was originally translated into “posy”, and the products sell poor. The reason is the original meaning of posy is gay. So the translation of Chinese trademarks may cause cultural barrier after the modity enters the western market.Another example is the famous perfume “Poison” produced by the French pany Christian Dior in 1985. The “Poison” sold so well in western countries. It broke the record in the first two weeks after it appeared in the market. It was owned for its special design, it was regarded as mysterious and adventurous, and “mysterious and adventurous” was the mon feeling of western woman consumers. As we all know, poison as a noun means substance that can cause illness or death if it taken into the human body. So we could predict that if it is translated into “毒藥” or “酒”, the gentle and quiet eastern women would never choose the product. But the French pany translated it into “百愛神” with the semantic transliteration method before entering the Chinese market. The translation of the name bears a similar sound to the original and conveys favorable meanings in the target language.The last example I want to take is the brand name “Gold Lion”. The original meaning of “Gold Lion” is “金獅”，but in order to satisfy people’s eager wish to be lucky and luxurious, it is translated into “金利來”. It has some effect on stimulating people to buy products.In short, in order to attain functional equivalence in brand name, a translator has to adapt his linguistic choices to national trait. Furthermore, to be a translator, for the sake of adapting values of the target culture, he has to know the difference of numbers, colors and customs between countries.. Adaptation to numbersBecause of the influences of local traditional culture, religious belief and geographical environment, the meaning of figures has differences between the east and the west. For example, Chinese can take “999”, “金六?！? “三元”, “三槍”, and “十三香” as trademarks, while the occidental take “7UP”, “Mild Seven”, and “7Eleven” as trademarks. Thus, if these modities are sold abroad, the trademarks like “666” and “十三香” would have trouble in Great Britain and America, because the number “6” symbolizes devil and “13” is an unlucky number in the Great Britain and America.. Adaptation to colorsColors are fantastic things. They can help people to describe objects and explain people’s feeling. In the same language environment, the same color can correspond pletely with the same significance. But in the different language environment, the same color word refers to the significance is totally different. Especially the language purpose can not be corresponded to different countries. This kind of word will cause misunderstanding in different environment, so it should not be ignored in translation. For example, if we translate the trademarks such as “紅豆”, “藍天”, and “白象” directly into “Red Bean”, “Blue Sky”, and “White Elephant”, it would be a Chinese way of translation. If we want to translate the trademark successfully, we should know clearly about the meaning of every color. Now we discuss the meanings of red, white, yellow, blue, green and purple.. Color of redIn terms of emotion, red is always connected with happiness or celebration, in both western and eastern cultures. It expresses joy, ebullience and enthusiasm. For example, in English, redletter days means Christmas day and happy day。 red balance means “赤字差額”。 white coal means water power。 it focuses on details, specific objects and their attributes, fosters categorization, and involves critical questioning.Chinese thinking, on the other hand, derives from ancient China and India where the philosophers saw the world as continuous substances. Chinese thinking is intuitive and holistic where meanings monly are implicit and inferred. “Literary work written explicitly may be seen as unsophisticated and culturally inappropriate by Chinese.”(Liang Hui, 2007). Differences of behavioral normIn crosscultural munication often exists a phenomenon that people always use his behavioral norm to judge the rationality of the other side’s behavioral norm. In order to perform smoothly in crosscultural munication, we have to discern correctly the operative behavioral norm to ensure the harmony of crosscultural munication。 Wonderful is translated into “萬德?！薄?a white Christmas means “銀裝素裹的圣誕節(jié)” in Chinese, a white girl means “一個純潔的女孩” in Chinese and white handed means “公正廉潔” in Chinese. But white still can mean cowardice in English, as in show the white feather. Otherwise, the Chinese wear white clothes and white flowers in the funeral. But the occidental take white as a lucky color. In the wedding party, the bride wears white dress and white gloves. White symbolizes the power and position in West. For example, both white house and Whitehall means American government?！?a red to a bull means that “something is likely to make somebody very angry。 joyful。 bluesky law is a law about stock jobbing in America.. Color of whiteIn both East and West, white means chasteness, goodness and innocence. For example, snow white is a pure and warmhearted princess。 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