【正文】 s living environment, and the promotion of spiritual civilization construction. Advertising Sales Promotion Function The trademark can be used as the endorsement of the image of enterprise and the quality of products, when consumers in the purchase of goods, most of us are resorted the trademark impression to purchase, form their own concept of consumption, it illustrated the advertising promotional role of trademarks. The main characteristics of modern trademark is carrying and delivering goods and related information.[9]P(56) Trademark has great mercial value, it is not only a symbol of the product or service, it is also the enterprise culture, but can bring economic profits and social benefits. Like Wahaha, China’s famous trademark, it got its name from a Xinjiang folk song, make a person feel the innocence of naive, it made people feel warm and sounds like feeling at home. Trademark is to establish a corporate image, are of great significance and value creation of corporate brand. Good trademark is to attract the consumer’s attention, and then produce the consumer behavior, and further to obtained the economic benefits for the enterprise. 3. The Existing Problems in Translation of Food Trademarks Good food trademark is not only the effective transmission of information, but also bring beauty to the consumer, with art, nationality and beauty. However, some trademark 9 does not pay attention to the balance of rhyme, and some are as follows overweight the foreign flavor and so on. A brief analysis to these problems in the following: Phonological Disorders Good food trademark is mostly paid attention to the pronunciation of temper, to read it readability, it sounds like a melody and harmony. Businesses will take efforts in the name of trademarks speech form. There are wellknown as trademark among consumers enjoyed great popularity in food trademark, and some names also is insufficient in the system, especially the main performance clash in tonal collocation are not harmonious. Food trademark, not the best use of the tonal rules of tone, it will not be better to create a beautiful effect. Let’s take the Japan chocolate brand“Meiji” for example. Different from its petitor “Dove”, “Meiji” only uses fresh ingredients and customers can have a great variety of choices in terms of which ingredient to be put in the chocolate. The Chinese translation is 明治 which meansnoble heritage in English. It is not a bad translation, but it fails to reflect the customeroriented food selection process. The author’s suggested translation is 美極 which focuses on the variety of food selections customer can have. And 美極 is easier to pronounce than 明治 in Chinese, which are used with oblique tones and make it sound monotonous, due to the lack of a sense of rhythm in rising and falling in cadence. Weakening of the Originality Blind imitation, clambered brand. Wonderful trademark will enable consumers to find everything with fresh and newly, it has a profound impression, which is conducive to the spread of the trademark, expand the influence, finally achieve the aim of consumption. Food trademark is an invisible propagandist, establish a brand image for the food production enterprises. The formation of the brand, including the products of quality and the valuable use. Famous trademark products have been higher influence among the consumers. Some businesses are caught the consumers psychology, shortcuts to blindly imitate, such as Zhao Benshan, it stands for the food, and the Chinese translation is趙本山 , as the famous sketch show players Zhao Benshan, who was widely known. The p。CocaCola39。also buy wine Wahaha. The function words have the specific substantive, which changed the grammatical role, most of them have lost their original features. The Naming Principle According to the characteristics of food trademark and predecessors survey, we believed that through the food standard naming and we need to abide by the following three principles: Accuracy 7 Although it is a special form of language, it also plays a unique role in munication. When we naming for food, it is necessary to pay attention to the clear expressions for naming food. Accurate requirements in the choice of words, it must be cared about not to overuse the exaggerate word, also not to misuse the exchangeable word. Some food trademark deliberately exaggerates the food efficiency, produce a false impression to the consumer. This is not responsible for the food to the enterprise, but also produce a misleading to the consumers. The Sense of Beauty Good trademark just as a piece of art to make people an appreciation and play, it can give the enjoyment of beauty. Food trademark also has pursuit to the best pronunciation and it brings the aesthetic feeling of music. When selection the syllable of food trademark, it may be multiple selection of duality intonation or three syllable words and phrases. And then food trademark is to attract consumer’s attention, it will be more in the novelties. Application novel and unique language, produced blockbuster effect, so that consumers have a strongest interests in food. So the trademarks must conform to the consumer’s psychological and characteristics. If food trademark can be closed to the people’s life, it is no doubt that can make the consumer to purchase. This trademark showed the warmth card, contagious, closer to the consumers and close the distance between them, make consumer to trust and have a sense of security. The Function Food trademark as a trademark carrier, whether on popular or not, plays a crucial role to the survival and the development of the food enterprises. Food trademark of this special form of language, that can attract consumers attention and to achieve the