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read it , a fast running horse may come up to you . So the name “ 奔驰 ” may just tell you : “ Look ! this is Benz ! ”. [12] p79 Let’s come to another brand “ Nike ” . “ Nike ” is a brand for a series of sports’ products , being famous in America and even all over the world . It is also the name of Goddess of Success in the Greek mythology , symbolizing ‘success’ . While we translate it into Chinese name “ 耐克 ” , it implies that this series of sports’ products has the trait of good quality and are durable. If you wear them you might get the bless of Goddess of Success and would get success in the future . 3.4 Approximation Translation Because of the existence of cultural differences in East and West , there is a phenomenon that some words in source language have the effect to give the information of products , but in the target language , they haven’t . Then in order to pass over the information of brands and products better , we pick up the words having the equal or approximate effect in the target language in translating brands . This is called Approximation translation . “ 玉兔 ” is a food brand in Shanghai China . If we translate it into English directly , it may be “ Jade Hare ” or “ Jade Rabbit ” . But in fact , we translate it into “ Moon Rabbit ” or “ Moon Hare ” . Because “ 玉兔 ” (“Yutu”) is a rabbit in Chinese folk story which lives on the moon as an angel rabbit . That is the word “ 玉 ” means . Thus “玉兔” becomes the symbol for the moon . When it is translated into English name “ Moon Hare ” , the word “ moon ” gives the implied meaning , rather than the word “ Jade ” , which is misleading : the rabbit is made of jade . In that case , how can it be eaten ?[13] p119 One more example, “west wind has different cultural associations between Chinese and English . British is a county with islands to the west of Europe . Its west is the Atlantic Ocean , the east is the North Sea, and the English channel is between it and European continent in the south . While China is a country in the Southeast of Asia . When the west wind is blowing up , a warm spring day comes in British . However , in China , it is a freezing winter day . The great English poet P•B•Shelley wrote the poem the Ode to the West Wind : It’s a warm wind , the west wind , full of birds’ cries I never hear the west wind but tears in my eyes For it comes from the west lands , the old brown hills In this poem , author speaks highly of the west wind and takes it as the hope and strength . Nevertheless , in Chinese , west wind is considered as the dreary and desolate such as the Chinese poems :《忆秦娥》“ 咸阳古道音尘绝，音尘绝，西风残照，汉家陵阕。”and《天净沙•秋思》“古道西风瘦马，夕阳西下，断肠人在天涯。” Thus , the English west wind has the same implication as the Chinese east wind “ 东风 ” and the English east wind is similar to Chinese “ 西风 ”. That’s why we should translate the car brand “ 东风 ” into English west wind rather than east wind .” [14] p102 3.5 Elegance Translation Elegance Translation is a translation skill in which, realizing that human beings tend to pursue something good, the translator singles out words with fine connotations in the target language to convey the message of the source text, so that it brings good associations to the target readers and creates elegant effect. One kind of female cosmetics ,named " Avon " is translated into Chinese " 雅芳" . " 雅 " ( ya ) means elega