MCDONALD'S drew ridicule（嘲笑）in China when it changed its registered name to Jingongmen, or “Golden Arches” in October, after it was sold to a Chinese company. Some on Weibo, a microblogging site, thought it sounded old-fashioned and awkward, others thought that it had hidden meanings of furniture. The fast-food chain was quick to reassure customer that its restaurants would continue to go by Maidanglao, a rough transliteration（音译）that has, over the years, become a recognizable brand name. But for most companies now entering Chinese markets, transliterations are a thing of the past, says Amanda Liu, vice-president of Labbrand, a consultant firm based in Shanghai that advises firms on brand names.

    Companies are instead choosing Chinese names with meanings that capture people's imagination. That often involves going beyond a direct translation. New entrants are taking inspiration from BMW, which is Baoma, or “treasure horse” in China, and from Coca-Cola, which is Kekoukele, or “delicious happiness”.

    The naming process is forcing companies to think harder about the image they want to project in China, says Ms Liu. LinkedIn, a professional networking site owned by Microsoft, chose the name Lingyin, or “leading elite（精英）” in 2014, meaning more uniqueness than its Western name. Her other corporate customers have included Airbnb, Marvel Comics and Haribo. Labbrand tests proposals with focus groups, ensuring that the name has no negative associations in any of the major Chinese dialects.

    A vital part of the process is checking that candidate names have not already been snapped up. The Chinese are energetic trademarkers: in 2015 there were 2.8 million trademarkapplications in China, more than three times those in America and the EU combined. Companiesconsidering entering the Chinese market might often find that their products have already beengiven local names, thanks, for example, to coverage in the press.

    Some even find that their Chinese name has already been trademarked, says Dresden of Harris Bricken, a law firm, either by their own distributors, competitors seeking to block its entry, or counterfeiters（伪造者）taking advantage of soundalikes, etc.

    Perhaps thanks to these mishaps, foreign firms are getting wiser to the importance of naming in China. More Chinese firms are also seeking advice on foreign names, says Ms Liu, as they seek to conquer Western markets. Both know that if they make a mistake, the social-media critics will be waiting.

    Do you want a pleasant holiday? The summer holidays are upon us again. Here is our guide to summer holiday fun in Peterborough!

    Peterborough Museum

    The Age of the Dinosaur is the museum's main attraction this summer. Get close to prehistoric creatures via some great hands-on exhibits! The museum is open from 10:00 a.m. to 5:00 p.m. Monday to Saturday, and from 12:00 p.m. to 4:00 p.m. on Sundays in August.

    Call 01733-864663 for details.

    Saxon Youth Club

    School holiday fun: Young people aged 13—19 will be able to produce their own music, compete in sports activities, or try their hand at cooking at Saxon Youth Club, Saxon Community Centre, Norman Road, Peterborough every Monday and Wednesday from 3:00 p.m. Plus an aeroball tournament will take place on Thursday,12th August between 3:30 p.m. and 6:30 p.m.

    Call 01353-720274 for details.

    Houghton Mill

    Alice Through the Looking Class—a new production of the family favorite on Monday, 30th August. Bring rugs or chairs to sit on and a picnic if you wish to eat during the play. Gates open 5:30 p.m., performance 6:30 p.m.—8:30 p.m. Tearoom will be open until the end of the interval. Adult￡ 10. Child ￡7. Family ￡20.

    Booking advisable on 0845-4505157.

    Farmland Museum and Denny Abbey

    Farmland Games: From Welly Wanging to Pretend Ploughing matches, come and join the Farmland Team. Collect your sporting stickers and create a colorful rosette that is fit for a winner! No need to book, just turn up between 12:00 p.m. and 4:00 p.m. on Thursday, 19th August. Suitable for children aged four and above, each child should be accompanied by an adult and all activities are included in the normal admission. Tickets Cost￡7 per child.

    For further information, call 01223-810080.

    Do you need help in creating a character for your novel? Well, you have come to the right article.

    Write down your characters full name.

    You can also write down any other name/nickname/title he or she has. Try not to use your name or someone else's name that you know, as this may be considered personal information. You may be writing a mystery and your main character may just be referred to as, for example, the Man, all the way through the novel. Even if in this situation, to add depth to your character, you should know the character inside-out even if the reader will not.

    Describe your character's physical features.

    Does he/she have red or blonde hair? What color is his/her skin? Is he or she a human, animal, robot or imagined creature? Make your character unusual. Describe your character in an interesting way, even if your character is meant to be common or average. The possibilities are vast; just make the descriptive language good, so that it conjures up(使在脑海中显现)the character for the readers.

    Describe the character's personality in detail

    They are all great for working with as a writer, but you must choose a reasonable one that best fits your

Character—don't try to give the character an unlikely combination of many features. Don't give the character merely neutral or good features. Also add the bad habits and weaknesses. Your character is best if presented as defective (in actions, appearance or personality).Your character can make mistakes, have bad habits, and have little interesting strange habits. This is what makes the character interesting.

    Work out a good plot.

    What is a good story without a good plot? Maybe your character has become mixed up with some bad people or a strange mystery. Maybe your character has only months to live and wants to do something great

    But, the plots must be connected to the character. Keep imagining.

    Dreaming of summer picnics filled with family and fun? We've come up with 4 of the top picnic areas across the US.

    Cumberland Islands, Georgia

    Just a few hours south of Savannah, this national seashore is a picnic paradise. It's an unspoiled place in the Deep South with over 50 miles of hiking trails (小径). Covered in Spanish moss, the trails are lined with trees and since it's still a rural area, the stars line up for a spectacular show at night and create the perfect evening starlit picnic opportunity.

    Grant Park, Chicago

    If you are looking for delicious food in Chicago, go for a taste of a 20-day, lake-front, foodie festival that happens in October each year. Grab a spot near the fountain to enjoy your picnic, appreciate the city scenery and lake views and relax with family and friends. If you are there on July 4^th, be sure to plan the day to include the fireworks display at the Navy Pier.

    Cranberry Islands, Maine

    Here, you'll enjoy natural picnics with island views. The islands are a delightful group of islands about 20 minutes offshore from Acadia National Park. You can visit the islands by private boat or ferry (渡船) service. Bring a picnic basket along for the ride as it's a romantic picnic area to take your special someone or go for a family outing to visit the islands.

    Big Sur, California

    The Point Lobos State Reserve is a small gem. Besides the coastal wildlife there are rare plant communities, and unique geological formations. It's good to have a picnic there. We recommend bringing a telescope, because much of the wildlife can be seen only at a distance.

    Your house may have an effect on your figure. Experts say the way you design your home could play a role in whether you pack on the pounds or keep them off. You can make your environment work for you instead of against you. Here are some ways to turn your home into part of your diet plan.

    Open the curtains and turn up the lights. Dark environments are more likely to encourage overeating, for people are often less self­conscious (难为情) when they're in poorly lit places—and so more likely to eat lots of food. If your home doesn't have enough window light, get more lamps and flood the place with brightness.

    Mind the colors. Research suggests warm colors fuel our appetites. In one study, people who ate meals in a blue room consumed 33 percent less than those in a yellow or red room. Warm colors like yellow make food appear more appetizing, while cold colors make us feel less hungry. So when it's time to repaint, go blue.

    Don't forget the clock—or the radio. People who eat slowly tend to consume about 70 fewer calories (卡路里) per meal than those who rush through their meals. Begin keeping track of the time, and try to make dinner last at least 30 minutes. And while you're at it, actually sit down to eat. If you need some help slowing down, turn on relaxing music. It makes you less likely to rush through a meal.

    Downsize the dishes. Big serving bowls and plates can easily make us fat. We eat about 22 percent more when using a 12­inch plate instead of a 10­inch plate. When we choose a large spoon over a smaller one, total intake (摄入) jumps by 14 percent. And we'll pour about 30 percent more liquid into a short, wide glass than a tall, skinny glass.

    In our annual Readers' Choice Awards survey, we asked our readers to rate their favorite cities in the world for arts and culture. These cities are centers of music and dance, museums, and theaters. Here are four of them where you can find inspiration in the arts, starting with the top spot.

    Rome, Italy

    At its peak, the Roman Empire extended over nearly two million square miles of land across Europe, Asia Minor and North Africa. Today, that history is on display everywhere. The city's main attractions are famous not because of tourist advertisements, but because they are really so impressive. No wonder it's known as the Eternal City: You could spend forever here and find new artistic and cultural treasures every day.

    Paris, France

    Hemingway famously called Paris "a moveable feast", but wherever you go while in the city, there is always something to see, hear, taste or feel. With some 150 museums, Paris doubles as an art history class, offering the very best of the discipline across centuries and styles.

    London, United Kingdom

    London is inspiration and setting for the rise of Shakespeare, Dickens, Orwell and Eliot and the breeding ground for all those iconic (标志性的) bands: The Kinks, The Clash and The Stones. London is also Banksy's favorite canvas, home to more than 1,000 galleries, and the kind of place where you can spend a whole day in a single museum and still be ready for more when it opens the next morning.

    Vienna, Austria

    As we all know, Western music would be unrecognizable without Austria's capital, which nurtured many famous musicians. It's also the site of the Vienna Secession, a revolutionary art movement founded in 1897 by Gustav Klimt. Visitors today can see the fruits of all that creativity in the city's 100 – odd museums.