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texts. The contexts include culture, the associations, the author' purpose, buyer's behavior, etc. For example, when translating a book title, the translator will evaluate different factors. He or she will translate the book title into the most suitable one ,which matches the content of the book and highlights the selling point. In the modern world, book has became a kind of commodity. So the translation of book titles should and has to take the marketing element into consideration.  Whether the translated book title could matches target readers' needs and desires as well as their taste should be valued.
 The book title may have many different forms. They can be the name of people, places, animals, things and objects of just made-up names based on the author's imagination and inspiration. Translating the book titles into proper target ones can help readers to create a favorable image for the newly introduced book in the target market. The title is the core of the whole book and is important in the sale promotion of the book. In short, the book title translation is of great importance and deserves the translators' time and energy.
 
 ⅡExploring the Principles
 Whether a book’s title is successful or accurate depends on whether the translator can solve the discrepancy between the two languages. The discrepancies between two languages include culture discrepancy and linguistic discrepancy. I think it is necessary to know the background of the author in order to have an excellent translated title. Certainly, it is necessary to respect the original work as well.
 2.1 The Principle of Culture Discrepancy in Title Translation
 Translation is a cross culture activity. Many researches have proved that the difference in different culture is a must absolutely, and the resemblance in different culture is occasional and relative. After reading the literary works written in a single kind of language, these readers with the same language cultural background could make reflections of the meaning that author tried to extend. However, these reflections differ from one another. As an old saying goes, there are a thousand Hamlets in a thousand of people's eyes. From this standpoint, neither reader’s positive reaction nor negative judgment plays a essential part in judging a translated book’ value . though it is very important element in evaluating a title of the book.
 On the other hand, different generation from different historic epoch has  different understanding about culture. Hence, one literature work in different cultural background may cause different reactions .It is very important to consider the different culture when translating a book’s title form one language into another. It includes the past and the present of the language society, the history, the customs, the financial basic, emotional living, Philosophy ideology, science achievement, politics as well as society organization.
 A mistranslation of book title into target language is to blind a radiant and vivacious eye that reveals things more than a mouth could do, which no one would like to witness. So, to translate a book title into target language on the premises, comprehension of the book's abstract and its theme, can avoid this ungentlemanly behavior.
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