【正文】 s trademark translation After several decades of development and through the diligence of many research scholars have made notable achievements. But research in the field there are still some deficiencies and shortings. Translation Studies trademark line with the actual use. Traditional methods of translation, linguistics approach because too much emphasis on faithful and ignored cultural factors, resulting in the onesidedness and on the actual operation of blindness. For example, the trademark is intended to arouse customers better purchasing desire to mark commercial function. Translation sector more than talking about is a trademark translation Alto, shape, the name of the r。 trademark advertising language translation must be consistent with the cultural identity。所以關(guān)于商標(biāo)翻譯的研究一直在深入。使商標(biāo)能夠產(chǎn)生和原文一樣或相近的功能。 商標(biāo)的美學(xué)特征也可以從音美、形美、意美三方面來探討。 代榮 (2021)從文化因素入手，闡述了商標(biāo)翻譯顯著的商業(yè)目的以及中西方文化的巨大差異，在翻譯時“傳統(tǒng)”“忠實(shí)”“等值”翻譯標(biāo)準(zhǔn)已無法適應(yīng)商標(biāo)翻譯的靈活性而不得不失“信”或不“信”。 concise and bright rhythm The goal of the trademark is to make the consumer remember the product through it and set up a marketing for a long time. For that, the translation of trademark must be simple, catchy and vivid. For example, “Head amp。 Goodrich” which is the trademark of an American rubber pany. It is translated as “固特異 ” amp。 it also adopts lots of method: “ellipsis”, “multiplication”, “flexibility”. For example, a kind of insecticide named Decis (from France) is translated “敵殺死 ” in Chinese. It expresses the feature that this product can kill the pest. “And ?BWM? which is a tactic of automobile is translated as ?寶馬 ? in China. ?BWM? in German just contains the message of the product and has no culture in it. While ?B? and ?M? are translated as?寶馬 ?，it possesses the culture meaning. ?馬 ? (horse) is loved by most Chinese. Also ?horse? can run very fast and use to be vehicle in archaic. The feature just can express the advantage—fast feature of the automobile.”[ 17]p 3The famous tactic “雅戈爾 ” is translated as “”Youngor”. And it makes people to image that he will look like younger if wear this product. 3 The principle of trademark translation in intercultural munication Products are sold to different countries and areas. So the various differences must reflect to language. The translation of trademark seems to deal with the individual words, but actually, it asks the translator to faces two kinds of cultures. “Intercultural munication is a branch of munication. It draws theories, concepts and methods from munication, sociology, psychology, social psychology, cultural anthropology, journalism, philosophy, history, ethnography, and international relations. Thus it is an interdisciplinary subject.”[18] P27 Along with the petition being more and more fierce, the translator must possess strong intercultural munication consciousness and then he or she can translate a successful brand name Respect and handle the different mentality of nation, prehend the free meaning of trademark National physical feature is a procedure that evolves from the national culture. Because there are differences of environment, history, religion, politics and economy, their physical feature must be different from each other. This has been mentioned above. So, the consumers who live in different countries may have different values and conceptions of mentality. For example: The products of our country always named as “animals or plants”. While translating such kind of trademarks, the translator must know about which countries or areas the products will be sold to and find out which animals or plants are favor or not in that area. Such as “dragon”: “dragon” in China means “龍 ” a kind of animal which not really exists in the world but created by people?s imagination. It is the symbol of mascot. So the Chinese people all very like it. But in English, it has another meaning “demon”. They believe that the dragon would bring disasters. So, if a trademark wants to enter a western market translated as “dragon”, it may defeat. And so does the trademark that denominates as plant. For example, the national plant of Canada is maple. So while a product tries to open the Canadian market, it can be denominated as “ maple” . And the people can accept it easily and then can remember your products. Link with the feature of product and reflect the message of product “Translation trademark must accord with the character of the products and expresses the concept of origination. For an instance, the translation of “Procter amp。 Monkey King — （猴王） 。 Panda— 熊貓（ TV） 。 BALLY—巴里 Calvin Klein —克萊（ from American） It can be seen in various professions and areas. Although their wordbuilding not accords with the rule of language in China, their translations are novelty. Consumers can accept it easily. But the Chinese words express not only the shape but also the meaning. So, there maybe appear many different words which sound identically while translating a trademark into Chinese. Such as “Pizza” (比薩 ) had been translated as “皮雜 ”，“皮扎 ”and so on. The latter ones seem too rude and hard to be accepted by the consumers. “Therefore, while translating a trademark by the tactics of transliteration, the translator must be required to pay attention to not only the pronunciation of trademark but also the national feature of culture and custom. The translation of trademark must chooses the suitable words cautiously. The translation of trademark not only lies on its feature of pronunciation but also chooses the words that cater to the consumers? mentality. That is called ?諧音取義法 ?. ”[14]p2 Many foreign trademarks reflect the feature of product and bine with Chinese culture and language that is in order to translate a successful trademark which can not only cater to people?s mentality but also possess the oriental delight. “Coca —Cola” is the most classica