【正文】 a purchase. At the same time, consumers’ motives provoke consumers’ purchasing interest. In all, consumers’ psychological needs and motives are both the interior stimulants of people’s consumption. It is evident that trade mark translators ought to meet consumers’ psychological needs and stimulate their motives to put their purchasing action into effect.Trade mark translations which possess beauty in their sound, form or meaning seem attractive to consumers, for they meet consumers’ psychological need for beauty and thus can stimulate their purchase motive. “Cocacola” is a kind of soft drinks. Its Chinese name is “可口可樂(lè)”, in which “可口” means tasty and “可樂(lè)” is pleasant. Not only that, “可口可樂(lè)” sounds brisk and rhythmical to Chinese people. Hence, “可口可樂(lè)”, which possesses beauty in its meaning and sound, satisfies consumers’ need for beauty and thus evokes their purchase desire. “Cleanamp。clear” (可伶可俐) is in the same case. “Benz”, a kind of car, is translated into “奔馳”. This version not only has a concise form but also carries a profound implication that this car can run very fast. Therefore, “奔馳”, which possesses beauty in its form and meaning, contents consumers’ need for beauty and further stimulates their purchase motive. There are other similar cases like “Pentium” (奔騰), “Lucent” (朗訊)，“Lenovo” (聯(lián)想)，“順美”(Smart), “海爾” (Haier), “樂(lè)凱” (Lucky), “方正” (Founder), etc. “Pampers”, a brand of napkin, is rendered as “幫寶適”. Hearing the Chinese name, no Chinese parents would not imagine that their lovely baby will feel fortable wearing the napkin. Naturally, “幫寶適” which possesses beauty in its meaning is popular with parents in China. The brand name translations discussed above all possess beauty in the sound, form or meaning. Consequently, they satisfy consumers’ need for beauty, evoke their purchase motive and last make consumers to buy the products. Consumers’ horizon first principle As Jauss claims, during the process of understanding a literary work, there is a dialogue between the work and the readers. Via the interactive conversation, readers’ mind is enlarged and their understanding is widened. But how to make a successful dialogue exactly to achieve right understanding? As is argued above, only after the horizon of expectations of readers and the horizon of the original be bined can the dialogue be successful and the text be understood probably. As for trade mark translation, consumers from different economic, political, and cultural backgrounds have their distinctive horizons of expectations. To create a wele trade mark rendering, translators should not only mix consumers’ horizon and the horizon of the source text but also put consumers’ horizon into the first place. Take a brand “Nike” for instance. “Nike” is a sports brand popular in America and even all over the world. In the Greek mythology, Nike (尼姬) is the name of Goddess of Success, standing for “success”. As a sports brand, its Chinese version could not be “尼姬” for Chinese people have no idea about the goddess and her name. To respect the horizon of expectations of Chinese people , it is rendered as “耐克” which implies that the modity is durable and of top quality. This version totally caters to Chinese people’s traditional consuming notion. “Sprite” is a brand of soft drinks. In western culture, sprites are cute and lovely, while they symbolize evil in China. If it were literally translated as “精靈” or “妖精”，the drink would undoubtedly have been given the cold shoulder by Chinese people. In fact, its Chinese name is “雪碧”. People in China hold that both “雪” and “碧” represent coolness and purity. Hence, “雪碧” presents the particularities of the product and caters to Chinese people’s horizon of expectations.A trade mark rendering regardless of the expectations of target consumers is in failure. There is a Chinese brand of bicycles “鳳凰” which gains popularity in its original place. In Chinese culture, “鳳凰” is the emblem of wealth and auspiciousness. While in the west, phoenix connotes narrow escape. Naturally, the product named “phoenix” which ignores westerners’ horizon of expectations is unsalable in the western countries. “OPIUM” is a type of male perfume. When the brand was brought into China, it was literally translated as “鴉片”, which reminded Chinese of the Opium War. Strong patriotism restrained the Chinese people from buying the product, whose name totally regardless of Chinese people’s horizon of expectations. Difference preservation principle Jauss states that, when readers find the horizon of the text equals to their horizon of expectations, they will definitely feel boring. However, when the horizon of the text is beyond readers’ expectations, they will undoubtedly bee exhilarated (Hu Jingzhi, Wang Yuechuan, 1994: 340). Readers are not willing to be passive receptors. On the contrary, they are inclined to accept information actively, especially those foreign to them. Like readers of literary works, intended consumers express a strong preference for the reception of the information different from, contrary to or even lacking in their original horizon of expectations. Thus, translators may keep the source flavor of brand names in some cases.Cite a brand name of a type of soft drink as proof. “7up”, its Chinese version is “七喜”. If “7up” had been literally rendered as “七上”, a bad effect would have been caused, for there is a Chinese idiom “七上八下” which implies the state of being uncertain and anxious. Since “up” means “好運(yùn)” in an English idiom “ups and downs”, the translator picks up “喜” as its rendering. Then the brand name “七喜” is produced retaining “7”, which is a symbol of luck in the west. People may be puzzled why the name is adopted for seven has slight negative meanings in China. In spite of the cultural difference in number, the version wins popularity with Chinese people who accept the culture contrary to their original one. “Blue ribbon” is a name of a kind of American beer. Why is it called “blue ribbo