【正文】 ren drinking and laughing。 Lomb” for the pany founder39。 Muslim countries avoid using pig, dog for trademarks. In translation, the color of the ad should not be ignored: the Belgians very sensitive to blue, blue is considered unlucky Omen。 Japanese avoid green, while the Indians like green. 3 Principles of Brand Names Translation With the development of the foreign trade, the importance of brands has been realized by more and more people. Brand names translation is a plex skill with some considerations of economic effect and bring more interests to the producers as shown above . And there are more and more creative translation skills which belong to the translation category and at the same time it doesn’t belong to it , in some extent . In any way , all brand translations may ply with the general principles as follows: Beneficial Association The brand names have a certain impact on consumer psychology. If they are properly and adapt to the psychological needs of consumers, it will rise people’s interest and desire。s negative associations, it will certainly reduced to make the promotion of the products greatly. For example, a kind of lipstick in China, brand name is called“芳芳 ”, it39。 ② a snake poisontooth. Another example is an export batteries, trademark is called “白象 ”, translated into “White Elephant”, should be pletely correct. However, a white elephant is a fixed phrase in English, means “heavy burden” or “useless and cumbersome things”. Because the faliure of translation, lipstick sales is probably not difficult to imagine. Aesthetic The Translation of Brand Names in Chinese and Western Cultures 7 The translation of brand names should let the consumers have no bad association。s cultural background and so on . To design corresponding brand names in The Translation of Brand Names in Chinese and Western Cultures 8 some methods, then let brand names have an international image. The following is summarized three mon translation methods. Transliteration Method In the process of brand names translation, transliteration is a means that can not be ignored and with a strong universality. Transliteration is the way by which the brand is translated according to the pronunciation of the source language. The translators pick up words in the target language with the same pronunciation as those in the source language. The purpose of such an approach is to ply with the linguistic rules and to convey the source language culture. In reallife translating practice, Chinese brand names are often transliterated. There are two monly used methods of transliteration: pure transliteration and pomophonic translation. transliteration is also known as direct transliteration, according to the foreign brand name pronunciation, then select the same or the similar pronunciation to bined Chinese words together, those phrases often do not have any meaning in Chinese. such as Motorola 摩托羅拉 (mobile phone), Sony 索尼 (TV), the Kodak 柯達 (film). Take “鴨鴨 ” (downfilled coat) for example. Although“鴨鴨 ” has its convenient literal rendering “Duck” and “Duck”in English, it is transliterated instead into “Ya Ya” by Chinese pinyin. The reason is that “Duck” or “Ducky” often suggests “something silly and clumsy” in English culture while “Ya Ya” does not arouse negative associations. 2. Homophonic translation is homophonic words or phrases that aroused Chinese consumers a better association, because there are many homonyms in the translation. So we can be free to choose a loud sound, mood and beautiful words to express. For example, Arche translated as 雅倩 , the Pantene translated as 潘婷 , not only retains the original sound of loud syllables, while the choice of 倩 , 婷 performs women beautiful Chinese characters, but also highlights the characteristics of cosmetics goods. Another typical example is “新科 ” (VCD), which is an attractive and wonderful Chinese brand name. If we translated it literally into “New Technology”, it would be more a mon phrase than a brand name. “新科 ”is The Translation of Brand Names in Chinese and Western Cultures 9 actually transliterated into “Shinco”, which sounds alike to “新科 ”. Paraphrase Method Paraphrase is the technique of translating brand names by giving a restatement of the meaning. It helps bring out the functions and effects of products clearly so as to impress the receptors and in many cases avoid unfavorable associations, which applies to the following types: 1. The brand name is animal names that favorite for foreigners. For example, swan, both in the East or the West, are the symbol of elegant and beautiful. So“小天鵝 ”can be directly translated into “l(fā)ittle Swan”. 2. Both Eastern and Western cultures have recognized. “Forever”, a very appropriate word for a living advertisement for“永久 ” bicycles that made durable to last forever. The literal translation is not only retained the former name characteristics, but also accurately convey its information and emotion and give rise to good associations. Such as “Sprite” was a child39。 words trademarks are mostly originated in the old traditional Chinese, such as “同仁堂 ”, “全聚德 ” and so on. Thus, it’s necessary to delete long sound in the English brand name. Such as McDonald39。 Perron, P. Analyzing Cultures. Bloomington amp。 . Nida. On Translation: with Special Reference to Chinese and English. Beijing: China Translation Publishing Corporation, 1984. [3] Newmark, P. Approaches to Translation. Oxford: Pergamon, 1982. [4] Nida E. A. 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