【正文】 therefore, dynamic equivalence can guarantee the success of munication message.Some translators are afraid to encounter the phenomenon of cultural differences in translation. Therefore, the concept of “ZeroTranslation” proposed by professor Qiu Maoru (1991) has been adapted to some languages by the choice of realization of the transliteration method, which is a translation method of translating the vocabulary of original language into that of target language on the basis of pronunciation in the hope of failure to making any mistake to escape avoiding the ignorance of culture. Nevertheless, cultural diversity is widespread, thus, it is hard to reach the expectation of making no mistake. For example, once there was greatly popular lipstick called “芳芳” in Chinese among the women, which had been translated into “Fang Fang” in English, yet it had not been expected that the word “fang” in Longman Dictionary of contemporary English (Edison Wesley, 2001) denotes a long sharp tooth of an animal , such as a dog or a poisonous snake. In this case, no one have his inclination to the female lipstick which is liable to make the people associated with the terrifying scene, apparently, this is a unsuccessful translation case.As I have discussed above, not only does a good translator need to keep well informed of allembracing translation theories, but also he should get acquainted with main cultural differences between the nations.1. Etiquette in International Business Negotiation The Definition of Business Etiquette In the business activities, the two sides would like to reflect respect, so they need some codes of conduct to constrain people when they are doing business negotiations. Business etiquettes consist of instrument etiquette、manners、exchange of letters、telephone munication and other skills. As to business occasion, business etiquette can be divided into office etiquette、banquet etiquette and so on. When we conduct business negotiation, we should express our sincerity in proper ways, meanwhile we pay more attention to the environment、atmosphere、historical culture. Conversation is the core in business negotiation, moreover plying with etiquette plays a vital role in successful negotiation. A negotiator who knows well and can apply expertly is petent business personnel. Works CitedTimes New Roman, 三號(hào)字，加粗，居中,上下各空一行Fasold, Ralph. The Sociolinguistics of Language. Beijing: Foreign Language Teaching and Research Press, 2000.Freeman, Rebecca and McElhinny, Bonnie. “Language and Gender.” Sociolinguistics and Language Teaching. Ed. Mckay, Sandra Lee and Hornberger, Nancy H. Cambridge: Cambridge UP, 2001, 218280.Hudson, . Sociolinguistics. Cambridge: Cambridge UP, 2000.Lee, David. Competing Discourses: Perspective and Ideology in Language. London: Longman, 1992.Mish, Frederick. C. Webster’s Collegiate Dictionary. 11th ed. New York: MerriamWebster, 2003.Schulz, Hasan. Gender and Language Use. London: Hall International Ltd. , 1992.Schulz, Muriel. “The Semantic Derogation of Women.” The Feminist Critique of Language: A Reader. Ed. Cameron, Deborah. London: Routledge,1990, 134147.Spears, David. Slang and Euphemism Dictionary. London: Jonathan David Publishers Inc.。 nevertheless, it was just because of the gift from his king that he did not dare to transfer it to another person and even butcher it。 likewise, generalized culture is also used as the category opposite to nature. In this case, technology, economy, politics, law and religion etc can be considered as the content in the field of culture. That is to say, generalized culture is equal to the meaning of generalized society. However, on the other side, specialized culture has content different from the content of specialized society. The latter is the system of social relationship formed by continuous mutual relationship. Nevertheless, as we have discussed above, the former (specialized culture) is the system of symbol existing objectively, which develops from human action but is independent of it. Understanding of Cultural Differe