【正文】 needs to reveal trademark?s value when making the consumercentered translation. The two 廣東海洋大學(xué) 2022 屆本科生畢業(yè)論文 8 aspects account under the guidance of reception aesthetics. They are a direct influence of arousing consumers? interest and purchase desire. Cultural Communication Reception Aesthetics holds that the reading process of target consumer is not only an acceptance of linguistic level but also a cultural munication. While translating a brand name, a translator should have an awareness of acquainting himself with the mons and differences of two cultures, properly retaining the content and message of what originated trademark target consumer can understand and adopt. At the same time, make culture differences flexible and in case of meaning conflict. The most notorious example might be the “OPIUM”（ 鴉片 ） perfume produced by a French pany. Its purpose is to show the outstanding quality of the perfume: nobody could resist the temptation。 people will bee addicted to it once they have tried it. What beyond the expectation was that the translation ended as a blunder because “鴉片 ” hurts Chinese people?s national sentiments and selfrespect. It has been a symbol of shame and humiliation because of the two opium wars. It is a history of humiliation to the Chinese people. Therefore, when the product first appeared in the Chinese market, it encountered unprecedented dilemma: all Chinese consumers protested strongly against the name. They insisted that the name had brought insult upon them. The perfume was finally forbidden to be offered for sale in the Chinese market. Therefore, translator tends to emphasis on the horizon of expectation that makes cosmetic brand name accumulating the munication and understanding of consumer with different cultural background and identifies its target consumer with deep connotation implication. At last, the directive aim is to let them purchase cosmetic products. The difference in foreign cultures has been noticed, but not every reader really learns to think and appreciate a work from it. So misunderstandings and puzzlements still are hard to avoid. Only when readers realize the importance of cultural munication, can they really get interested and find enjoyment from the activity. .2 the Creative Expectation of Target Consumer Reception Aesthetic content that “gaps” and “indeterminate” of a text are the bridge connecting consciousness of creation and acceptance of reading awareness, whose function lies in impelling readers to give a certain meaning. This openness of text has target?s creativity released and keeps the text meaning restructured. For example, a famous cosmetic brand name, Shiseido, Chinese translation “資生堂 ”, conveies a new life and a new value that remind customer a bright new outlook if use the product. As 廣東海洋大學(xué) 2022 屆本科生畢業(yè)論文 9 it has mentioned, the target consumer read a trademark is also a process of municating culture, like Chinese cosmetic brand “佰草集 ”. It means a bination of hundreds of herbs. But “佰草集 ” is translated into a vivid name “Herboist”, which not only promises a professional quality but also acknowledges profound traditional medicines and leave them curiosity and creative expectation. Expectation always tends to something beautiful and bright. For readers, a creative expectation is a deeper inner horizon of expectation. If they are stratified with what they expect in a text and are proud of their foresight, the width and height of horizon of expectation will be never increased and developed as their reading experiences grow. When affected by the original horizon of expectation, disaccord they produce in the process of reading is strange and fresh. Some would ignore or detest, and some might be in curiosity. So the curious will chose to regulate their mind and open previous horizon of expectation so as to accept a new experience. 4. Translation Strategies “Sometimes faith and vivid translation are even easier to excite the aesthetic feeling of the target reader.” The famous translator Fang Ping said. The good point embodies the reception aesthetic perfectly illustrates it not easy to meet the requirement. As it has mentioned, a seemingly simple brand name means a lot. From the perspective of language, it is just posed of one or several words. But, there are so many factors need to be taken into consideration from the perspective of trademark translation. Guiding by the theory of reception aesthetic, there are four most mon strategies applied to the translation. The structure of brand name translation seems quite simple, consisted of one or several words. Nevertheless, the literal translation of cosmetic brand name is different from that of different people and places. While translating it, not merely translators need to base on the pronunciation of original name but conform to the mind of female looking for beauty and youth. Because the love of beauty is the nature of the female and one of the big driving forces they would like to buy. Therefore, translators would choose some words that e to a good imagination to reflect their beauty and charming catch their attention and grasp their aesthetic expectation. Let?s take “Relovoll” for instance. It is translated as “露華濃 ” cited from a classic Chinese poem by Li Bai:云想衣裳花想容，春風(fēng)拂檻露華濃 . Its sounds are similar to the original brand name in pronunciation, but also attract the women who want to bee 廣東海洋大學(xué) 2022 屆本科生畢業(yè)論文 10 beautiful and elegant. What?s more, this quotation tends to acquire the sense of cultural identity and convey the function of the product that make women used the product as charming and gentle as Yang Yu Huan, one of the four ancient beauties. Take one more example “Clean amp。Clear”, a product specializing in whelk. If translated literally, its translation is neither in original