A our country in the trademark translation exists now question our country now some trademark word's translation is only defers to the wording to translate English directly, had not considered its national culture difference, translates the thing counteracts in the Western culture. Our country trademark word UK translates when has four kind of situations probably: 11 translated name not symbol goal language culture. For example, the English does not like the elephant, quite liking the panda; The Italian and the Spanish likes the rose, envies with the chrysanthemum; In the Chinese culture, the dragon is the imperial authority symbol, what therefore Chinese trademark word has are many are take “the dragon” as the trademark word, but in English “the dragon” (dragon) is one kind of evil animal, is wreaks havoc flagitious, must eliminate. Therefore, in English take “the dragon” as the trademark word. Also like in China traditional culture, “bat” and “luck” harmonics, therefore the bat also therefore is regarded is propitious. Some commodities use “the bat” to name, like “bat sign” lamp and “bat sign” ceiling fan and so on. But in English culture bat regard crazy and blind hemophagia animal, does not have a spot propitious meaning, therefore, a kind of commodity sells at this time to Britain time is not welcome naturally. 21 have the political metaphor. “the big huge mythical bird” the canvas shoe, is translated is ROC. The big huge mythical bird in China is in the myth the phoenix, in English is also in myth great the bird, in this sense, translator is irreproachable. But as trademark, letter capital letter, with “Republic of China” English abbreviation is the same, certainly is not good. Also has “the polar bear” the trademark, is translated is “Polar Bear”. Polar bear life in the North Pole. English actually calls Polar bear, but these two words have its special meaning in the international politics, to avoid misunderstanding, may change White Bear. 31 translated names are inelegant. “the rooster” the alarm clock (original translation “GoldenCock Alarm Clock) in Chinese has “the rooster announces the dawn” the view,” will make alarm clock's trademark analogy by “the rooster to look like the rooster with the alarm clock to report time equally resoundingly, simultaneously “the rooster” in China also will be a mascot figure. At the weddings and funerals often makes the ornaments by the rooster. But, a cock word in English the bottom taboo language, the obscene language, in the official English evades with this word. Makes the product trademark with a cock word to harm the commodity inevitably the image, also causes the overseas consumer to look becomes fed up. Golden the Cock this trademark translation had at that time brought to the Chinese exporter - - - Tianjin Import-export company's attention in the overseas predicament. They replaced trademark Golden Cock to change Golden Rooster immediately (movie “golden rooster” prize also to use Rooster this word). 41 Pinyin. Our country some enterprises translates to trademark UK when use the Pinyin, like “Wuliangye” (Wuliangye), “Dong liquor” (Dongjiu). Some enterprises use the thomas wade system Pinyin, like Guizhou “Maotai” (Kwei2chow Moutai), “Shaoxing wine” (Chuyeh Ching Chiew). I thought that China's famous trademark like “Maotai” the liquor in overseas had the suitable popularity, will transliterate will not be a problem; But these also lack the international popularity at present the Chinese trademark, transliterates as if was equal to that has not translated. Two elimination cultural difference creates barrier method 11 takes the means which transliterates, carries on the cultural information to the original trademark word the subjunction. For example: The Japanese Toyota Auto manufacturer promotes the trademark is the L EXUS deluxe model passenger vehicle. Although “L EXUS” this trademark some approximate English word “LUXURY”, but also does not have the special cultural meaning. However, when this kind of passenger vehicle starts when China sells, the Japanese Toyota Auto manufacturer after the management manage family affairs decided that “L EXUS” will transliterate Chinese “Lingzhi”. “Lingzhi” two characters cause the Chinese to have one kind “soars speeds along” the meaning. 21 adopt the method which transliterates, and unifies its product the characteristic, prominent this product merit. For example: The Chinese-foreign joint venture washes sends the product “to flutter supply” is also in trademark translation work classics. The translator “Rejoice” a word will not have transliterated has not translated literally will be “delighted”. But is bold only then uses the transliteration, by “flutters two characters to display its product supply” the remarkable performance. 31 transliterates with the transliteration proper attention to both, does not strive for to apparent, but seeks divine help to resemble. For example: Hong Kong Jinlilai Corporation “GOLD LION” translates into English Chinese “Jinlilai”. In English, “GOLD L ION” this is “the golden lion”, the symbol “fierce, is authoritative and is dauntless”, this conforms to the West very much about the man this culture concept standard, but translates for Chinese, this trademark includes “the gold good luck in making money rolling comes” the meaning, this kind translated the law to cater to the Chinese hope “the good luck in making money went well” the point of view, has beaten open the market front door. 雅虎翻译