A prime example of the importance of considering the distinctive features of the target language of the translation is the search for a name for Coca Cola in Chinese.  A literal reading of its name in Chinese as “ke-kou-ke-la“ gives “bite the wax tadpole“ or “female horse suffed with wax“. The company had to study thousands of Chinese characters in order to select a suitable sound and meaning.  In the end, it found a close phonetic equivalent, “ko-kou-ko-le”, meaning “happiness in the mouth”.