【正文】 arose nice association. Transform Transform is the technique of translating Chinese trademarks by giving a restatement of the meaning in English. It helps bring out the functions and effects of products clearly so as to impress the receptors and in many cases avoid unfavorable associations. For example, “肛泰” (medicine) literally means a “healthy anus”. But if it were literally translated into “Healthy Anus” or the like, it could trigger unpleasant associations in the minds of the target audiences because of the offensive English word “Anus”. It is, however, translated into “Antihemorrhoids” instead. A trademark of airconditioner “快意”, literally meaning “blissfully happy”, is not literally translated, but paraphrased as “Cool point” instead, which indicates the effects of the airconditioner. As a result, this translation can achieve the equivalent vocative function. The technique of bined translation Sometimes literal translation, transliteration and paraphrase are integrated to achieve functional equivalence. This is what we mean by the technique of bined translation. Combined translation is often used where Chinese trademarks have correspondences in English that have similar sounds and associative meanings so that the renderings can be more attractive and acceptable to the target audiences. We also translate by both transliteration and paraphrasing or literal translation so as to provide idiomatic and acceptable translations. For example, “珞珈山” is translated as “Lucky Hill”. Here “珞珈” is transliterated as “Luck” and “山” is literally translated as “Hill”. More examples are as follows: literal translation and transliteration are found in translating “統(tǒng)統(tǒng)” to “Total” 。 “美通”are translated to “Bestone”, which is formed by literal translation of “美” and transliteration of “通”。 in the same way, “楚星” is translated to “True Star”, which is made up with “true” transliteration of “楚”。 “Star” literal translation of “星”。 “昂立一號” is translated to “Only One”, formed by “Only” transliteration of “昂立”。 “one” paraphrase of “一號”. Adjustment The techniques discussed above are most frequently used in Chinese trademarks translation. But still there are Chinese trademarks, which are too plicated to be treated by any one of the above techniques. Employ adjustment as a supplementary technique may solve the problem, which requires that the translator make some adjustments in translation. Addition or deletion, blending, acronym, purposive misspelling, and renaming usually realize it. Additions or deletions Addition refers to adding certain letter, sound or even semantic ponent in translating Chinese trademarks into English. Deletion refers to deleting certain letter, sound or even semantic ponent in translation. For example, “大鵬” (shoes) can not be literally translated as “ROC”, because “ROC” coincides with the abbreviation of the selfstyled “Republic of China”, which is regarded as illegal. “大鵬” can be translated into “ROCK” by adding the letter “K”. “ROCK” not only sounds the same as “ROC”, but also carries the positive meaning “durability”. Take “雄山” for another example. It is translated as “Hillo” by adding the letter “O”, which suggests “hero”, “hill” and “hello” simultaneously to the target audience. Sometimes semantic ponent is appended or omitted as well to avoid ambiguity or to make trademarks more concise and effective. For example, “金龍泉” can be translated into “Jinlong Spring” or “Golden Dragon Spring”. However, both are too wordy to be easily memorized. It is then translated as “Kinglong” with the Chinese character “泉” is not translated. The rendering bees shorter but more impressive. Blending Blending refers to the technique of translation by bining two or three words into one word. It is acknowledged that good trademarks are not only informative but also concise enough to be memorized. However, some literal renderings of Chinese trademarks are too wordy and tedious though informative. Blending based on literal translation, therefore, can help solve the problem. See the following examples: “椰風(fēng)” is translated as “Cowind” by blending “Coconut” and “wind”. “紫羅蘭” as “violatex” by blending “viola” and “texture”。 “天美時” as “Timex” by blending “time” and “excellent”, “雅戈爾”as Youngor by blending Young and the suffix or. Acronym Acronym refers to the way of translating by bining the initial letters of the Chinese characters in a Chinese trademark. Since some renderings of Chinese trademarks by transliteration or literal translation are ambiguous or too wordy to attract people, acronym can serve as a solution. For instance, in order to avoid the unfavorable association, we can translate “芳芳” into “FF” by linking the initial letters of “Fang” and “Fang”, “云山” can be literally translated as “Cloud and Mountain”. Being too wordy to be convenient, it is rendered into “Camp。M”. More examples of this nature are following: “奧康” (shoes) as “AK”, “美的”（aircondition）as “MD”. While acronym resolves some problems in trademark translation, we should practice caution while employing this technique, for the renderings might coincide with some monly used abbreviations as “ROC” illustrates. Purposive misspelling Purposive misspelling refers to the deliberate misspelling of English words in translating Chinese trademarks into English. Trademarks translated by this means often appear fresh and novel enough to attract target readers. “雅戈爾”（clothing）is a famous Chinese trademark. Its English rendering “Youngor” is created by misspelling the English word “Younger”. “臣功” (medicine), which sounds similar to “成功” (literally means success), is not translated into “Success” but “Cuccess” instead. Renaming Renaming, as the term suggests, means giving a new name to the original trademark. It is by far the most innovative technique of translation and is mainly used to avoid negative associations. Take “白象” for instance again. To avoid the negati