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【Abstract】Understanding appellation differences in intercultural communication could help to achieve ideal communicative effect. By analyzing the differences between Chinese and Western appellations，the problems existing in translation of appellations and their corresponding reasons，this paper proposes some effective methods of translating appellations.
【Key words】cultural differences； addresser； addressee； the third person
Ⅰ. Introduction
Appellations，as a component of language，are related to culture. The translation of appellation is certainly affected by various cultural elements.
Ⅱ. Differences in Chinese and Western Appellations
1. Differences in kinship appellations
Here are examples between self-depreciatory kinship terms and respectful kinship terms：
（1） I am most grateful to your son for his hospitality. 承蒙令郎的熱情款待。
（2） I entrust my son to the care of you. 我将小儿托付给您了。
The first sentences express the feeling of appreciation to the addressee’s son. The second sentence implies that the addresser is sorry to trouble the addressee. There is a special phenomenon in Chinese appellation terms，which is the generalization of kinship appellations.
（3） Little girl：“Excuse me，Madam. Would you please tell me how to go to the Palace of Culture？” 小女孩：“阿姨，请问文化宫怎么走？”
In this sentence，The woman doesn’t have any kinship relationship with the girl .The appellation “阿姨” is used to get the woman’s attention and show the girl’s respect.
2. Differences in appellations in social intercourse
There are fewer social appellations in English than in Chinese. Many English appellations have more than one translation in Chinese such as “President” could refers to “总统”，“主席”，“大学校长” and “银行行长”. The form of social appellations in English is usually “title plus family name” . The respectful forms of appellations are “Mr.，Ms.，Mrs.，Miss，Sir or Madam plus family name”.
（4） This is Mr. /Miss Li from No. 9 Middle School. 这位是第九中学的李老师。
In western countries，instead of “teacher”，“Mr.” or “Miss” is used. In contrast，Chinese has more social appellation terms. The usual form is “family name plus post” like “王院长”，“family name plus profession” like “肖会计”，or “family name plus title” like “陈教授”. Some Chinese appellations can’t be translated into English directly.
Ⅲ. Translation of Appellations
1. Appellations of addresser
Chinese is rich in appellations. Many of them refer to the addresser and most of them are self-depreciatory terms. Some can refer to the addresser in certain contexts，such as “兄弟”，“爸爸” etc.，while others always refer to the addresser in any context，such as “在下”，“鄙人” etc. In English，a person’s name can be used as the term of the addresser. Another two words that often used to address the addresser are “I / me” or “we / us”. 2. Appellations of addressee
2.1 General appellations of addressee
In English，there are fewer appellations which refer to the addressee. “You” could be used as the address for the addressee. The respectful appellations for common use are “Mr.”，“Ms.”，“Mrs.”，“Miss”，“Sir” or “Madam”. Few title terms could be found in English. “President”，“Director” are typical ones. In contrast，many appellations of addressee are employed in Chinese and a large portion is respectful terms. For example，
（5） 处长，这是您要的生产进度报表。Sir，this is the progress chart of production you want.
“Sir” is a common and respectful address term for anyone in a higher position or rank，or someone whose name is unknown or needn’t to be mentioned.
2.2 Generalization of kinship appellations
As has been mentioned in Example （3），it’s appropriate to use “阿姨” to address any female about his or her mother’s age . However，in English “aunt” is used in a narrower sense. As a matter of fact，“Madam” is a suitable choice for “阿姨”. Also “叔叔” can be replaced by “Sir”.
（6） 最近怎么样，兄弟？How are you doing，old chap？
（7） 你的才华兄弟实在佩服。I deeply respect your talent.
The word “兄弟” appearing in the two examples has different references. In Example （6） it is used by the addresser as an addressing term for the addressee，. In Example （8） “兄弟” is a self-depreciatory term referring to the addresser.
Ⅳ. Conclusion
Culture differs from nation to nation，and language as the medium of culture is usually bound with specific national flavor. As Chinese and English appellations have a great disparity in numbers and connotations，in spite of knowing the source language well，translators should also understand and respect the conventions of the culture of target readers，making sure that the information they provide is acceptable.
References：
[1]馮庆华.实用翻译教程[M].上海外语教育出版社，2002：48.
【Key words】cultural differences； addresser； addressee； the third person
Ⅰ. Introduction
Appellations，as a component of language，are related to culture. The translation of appellation is certainly affected by various cultural elements.
Ⅱ. Differences in Chinese and Western Appellations
1. Differences in kinship appellations
Here are examples between self-depreciatory kinship terms and respectful kinship terms：
（1） I am most grateful to your son for his hospitality. 承蒙令郎的熱情款待。
（2） I entrust my son to the care of you. 我将小儿托付给您了。
The first sentences express the feeling of appreciation to the addressee’s son. The second sentence implies that the addresser is sorry to trouble the addressee. There is a special phenomenon in Chinese appellation terms，which is the generalization of kinship appellations.
（3） Little girl：“Excuse me，Madam. Would you please tell me how to go to the Palace of Culture？” 小女孩：“阿姨，请问文化宫怎么走？”
In this sentence，The woman doesn’t have any kinship relationship with the girl .The appellation “阿姨” is used to get the woman’s attention and show the girl’s respect.
2. Differences in appellations in social intercourse
There are fewer social appellations in English than in Chinese. Many English appellations have more than one translation in Chinese such as “President” could refers to “总统”，“主席”，“大学校长” and “银行行长”. The form of social appellations in English is usually “title plus family name” . The respectful forms of appellations are “Mr.，Ms.，Mrs.，Miss，Sir or Madam plus family name”.
（4） This is Mr. /Miss Li from No. 9 Middle School. 这位是第九中学的李老师。
In western countries，instead of “teacher”，“Mr.” or “Miss” is used. In contrast，Chinese has more social appellation terms. The usual form is “family name plus post” like “王院长”，“family name plus profession” like “肖会计”，or “family name plus title” like “陈教授”. Some Chinese appellations can’t be translated into English directly.
Ⅲ. Translation of Appellations
1. Appellations of addresser
Chinese is rich in appellations. Many of them refer to the addresser and most of them are self-depreciatory terms. Some can refer to the addresser in certain contexts，such as “兄弟”，“爸爸” etc.，while others always refer to the addresser in any context，such as “在下”，“鄙人” etc. In English，a person’s name can be used as the term of the addresser. Another two words that often used to address the addresser are “I / me” or “we / us”. 2. Appellations of addressee
2.1 General appellations of addressee
In English，there are fewer appellations which refer to the addressee. “You” could be used as the address for the addressee. The respectful appellations for common use are “Mr.”，“Ms.”，“Mrs.”，“Miss”，“Sir” or “Madam”. Few title terms could be found in English. “President”，“Director” are typical ones. In contrast，many appellations of addressee are employed in Chinese and a large portion is respectful terms. For example，
（5） 处长，这是您要的生产进度报表。Sir，this is the progress chart of production you want.
“Sir” is a common and respectful address term for anyone in a higher position or rank，or someone whose name is unknown or needn’t to be mentioned.
2.2 Generalization of kinship appellations
As has been mentioned in Example （3），it’s appropriate to use “阿姨” to address any female about his or her mother’s age . However，in English “aunt” is used in a narrower sense. As a matter of fact，“Madam” is a suitable choice for “阿姨”. Also “叔叔” can be replaced by “Sir”.
（6） 最近怎么样，兄弟？How are you doing，old chap？
（7） 你的才华兄弟实在佩服。I deeply respect your talent.
The word “兄弟” appearing in the two examples has different references. In Example （6） it is used by the addresser as an addressing term for the addressee，. In Example （8） “兄弟” is a self-depreciatory term referring to the addresser.
Ⅳ. Conclusion
Culture differs from nation to nation，and language as the medium of culture is usually bound with specific national flavor. As Chinese and English appellations have a great disparity in numbers and connotations，in spite of knowing the source language well，translators should also understand and respect the conventions of the culture of target readers，making sure that the information they provide is acceptable.
References：
[1]馮庆华.实用翻译教程[M].上海外语教育出版社，2002：48.