商标汉译时在注意翻译的原则和方法的同时，应选择适合中国消费者审美心理的译标。

While translating into Chinese, trademarks should be chosen to cater to the aesthetic psychology of Chinese consumers, at the same time, translation principles and methods should be paid attention to.

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即：英语习语的介绍、英语习语的可译性、严复的翻译标准（信、达、雅）和一些翻译的原则。

This article looks back to the general translation standards of English and explores the translation standards of Business English.

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第四章论述了关联原则指导下的语用翻译有助于将原语的意义准确、清楚地传达给译语读者。

Chapter four illustrates that pragmatic translation following the principle of relevance can communicate the meaning of source language accurately and clearly to target readers.

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