【正文】 l example. “ ?Coca—Cola? ” was translated as ?可口可蠟 ? when it first entered into the Chinese market. ?蠟 ? in China makes people connect with the sense of dry. So, the manufacture collects the consumers? suggestions and then translated it as ?可口可樂 ? at last. ?可口 ? in China means delicious and ?樂 ? means happy. Its more receivable than ?蠟 ?in China.” [15] P2 Canon—佳能（ camera） , Lactov—樂口福 (drink) all used this method of translation. Free translation Free translation can be divided into two categories: literality and innovative translation. Literality Literality is the tactic that transfers the original meaning directly. It obeys the signification of the original tactic. For example, Camel— 駱駝（ cigarette） 。 Elizabeth arden—伊麗莎白 ?雅頓（ from English） (Ⅴ ) Costume Celine—瑟琳（ from Pair） 。 Kanebo—柯娜寶（ from Japan） 。 Whitbread—惠特布雷德 （ from English） 。 MERCEDES?Benz—梅塞德斯 ?奔馳 PORSCHE—保時捷 (ⅱ )Beverage: DIAGEO—迪阿吉奧（ from English） 。 clear” all sound bright and clear. (ⅱ )The beauty of terseness The trademark should be expressed simply. A lot of English trademarks are posed by single syllable word. Such as: “ Kent” , “ Shell” , “ Dove” , “ Benz” posed by one syllable. And “ Camel” , “ Rejoice” . “ Sony” posed by two syllables. They are easy to remember and can express the idea of the manufacturer. (ⅲ )The beauty of precinct The beauty of precinct means that the trademark has beauty and connects with the feature of the product. It can make people to image and then stimulate the consumption. Nivea is a kind of cosmetic means “ white” in Latin. It not only shows the classical beauty but also makes people to image. 2 The translation tactics of trademark “ Translation has been a plex subject of human reflection, one ridden with contradiction, from time immemorial. It is not known exactly when preoccupation with the manifold problems of translation began. Its beginning was presumably related to the recognition that mankind was by nature destined to speak many different languages and that this state of affairs was not to be remedied by either international conventions of language or coercive language policy measures.” [11 ]p27 The translation theorist Eugene Nida said: “‘ Language is only a kind of sign. It can exist without culture. The purpose of the translation is to express one language to another language’” .[12] P2 The culture can be divided into external and internal level. In other words, it can be divides into physical culture and physic culture. The literal meaning and the meaning of the language reflect different gradational cultures. In other words, a same thing may have different meanings in different cultural backgrounds. The external translation just transfers the language symbol of words. It less involve the deep gradation content such as individual or collective value orientation, aesthetic mentality and faith. It belongs to a munication that puts on the external culture. “ The coverttranslation is a translation which enjoys or enjoyed the status of an original source in the target culture. It is claimed at times in the literature that a good translation should read not like a translation at all, but like a target language original.” [13] P47 Transliterate and the paraphrase that used in the translation of trademark all belong to the external translation. They transfer the external meaning directly. The thesis will introduce these tow tactics below. Literal translation bases the pronunciation feature of the original trademark and chooses the most close pronunciation and words to express it. It?s the most popular and familiar tactic of translation used in the translation of trademark. This tactic is too numerous to mention one by one. There are some examples below to illuminate. (ⅰ ) Automobile FIAT—菲亞特 。隨著我國經(jīng)濟的迅速發(fā)展，改革開放的進一步深入，成為世界貿易組織的一員，中國產(chǎn)品進入國際市場的機會大大增強了，與此同時大量的外 國產(chǎn)品涌入中國市場，各種產(chǎn)品在市場上的競爭越發(fā)激烈，人們開始認識到好的商標詞及其恰當?shù)皿w的翻譯對刺激消費和開拓國際市場的重要性。商標的重要性由此可見。并且會隨著商品的交流變的日益為人們所熟知。 商標的文化特征及翻譯策略 [Abstract] The trademark is similar to person?s name. It is the symbol of production. And it would bee famous along with the mercial intercourse. A lot of international trademarks have invisible property and huge fortune. The importance is obvious to see. When trademarks are translated from Chinese to English or from English to Chinese, an appropriate transmission of cultural feature can not only accurately reflect the product?s quality but also arouse the customer?s cultural association so as to create the expected advertising effect and help publicize that particular culture. So the importance of cultural feature in the translation of trademarks and how to transmit it effectively by translation is discussed by illustrating the carefully chosen examples of trademarks 【摘 要】現(xiàn)代社會中，商標詞作為廣告的基本組成要素在社會中起著不容忽視的重要作用。它就像個人的名字，是產(chǎn)品的象征。很多的國際知名商標都具有無形的資產(chǎn)和巨大的商業(yè)價值。一個適當?shù)纳虡俗g名不僅僅能精確的表達商品的特質，而且可以喚醒消費者的想象以達到宣傳效果，并使消費者了解一定的文化知識。因此，本文將就商標的文化特征在翻譯中重要性及如何有效恰當?shù)姆g進行討論和分析 Introduction Trademark is the designation of the merchandise. A successful trademark can catch people’ s eyes and make a strong impression in their mind. It’ s the symbol of the products’ quality feature. That is to say a successful trademark can satisfy the consumer’ s requirement of both matter and spirit and set up a sense— ‘ deficit spending’ in consumer’ s spirit. Therefore, the traders all try their best to design various particular trademarks. They are expected to stimulating consumer’ s purchasing desire by right of a good trademark.” [1]（ p1） However, due to the international trade bee more and more frequent because of Worldwide Economy Uniformity, a trademark which translated suitably can decide whether a product can or not occupy the oversea market. As a special method of munication, the translation of trademark must consider the si