Unit 8

Trademark

Step 1: Review the important points of the former unit

How many types of job interview? How can you be successful in the job interview?

Step2. Background Information

What is a trademark?

A distinctive mark placed on or attached to goods by a manufacturer or dealer to identify them as made or sold by that particular firm or person.

2. Generic trademarks

3. Logo

Step3. Lead-in

Question: Do you know how many essential parts there are in English advertisement for a product?

Generally speaking, English advertisement includes trademark, slogan, introduction, etc.

Step 4: Pre-reading tasks Question 1: Can you all mention some famous trademarks? Food & Drink Electrical Appliances Garments and

Cosmetics Pepsi Sony Pierre Cardin Coca-Cola Siemens Nike McDonald Samsung Nivea Tsingtao Philips Goldlion Pizza Hut Panasonic Youngor 7 up Hitachi Ponds Sprite Panda Lining XO Haier O’ REAL Nestle Skyworth KFC Hisense Budweiser Beer Konka

Continued

昂立 1 号 Only One （上海，口服液） 海信 Hisense （北京，电讯器材） 活力 28 Hony 28 （沙市，洗衣粉） 乐达 Happy Rider （上海，自行车） 美通 Bestone （上海，电子元件） 回力 Warrior （上海，橡胶产品） 芳芳牌（护肤蜜）的译文 Fang-Fang Cream 中的 Fa

ng-Fang 在英语中是毒蛇的獠牙，按照交际法的原则可以创造性地翻译成 Fun-Fun Cream

中国名酒“杜康”，英文译文： Du Kang---Chinese Bacchus （中国酒神）。

Question2 : Can you mention some famous English commercial Slogans?

药补不如食补 . Diet cares more than the doctor.

牡丹香烟，醇味盖冠 Peony stands out for fragrance.

轻如风，柔如云。 Light as breeze, soft as cloud.

“ 青果”果茶给您特殊品位 Sipping “Green Fruit Juice” means sipping something special.

幸福太妃糖，幸福的获得 Lucky Chocolate Toffee brings you luck.

Continued 上海丝绸内衣系列与你共享完美

Shanghai silk underwear shares perfection with you. 岁月的小皱纹不知不觉游走了 Maxam erases years from

your skin. 有目共赏 ----- 上海牌电视。 Shanghai TV-----seeing is beli

eving 随身携带，有备无患；随身携带，有惊无险。

A friend in need is a friend indeed. 城乡路万千，路路有航天。 East, west, Hangtian is best. “ 绿丹兰” ----- 爱你一辈子

Ludanlan cosmetics-----Love me tender, and love me true.

Step 5 The Study of Reading 1: What Is a Trademark?

Sub-step 1 Get the Main Idea of the Text

Give students 7 minutes to read the text for getting the main idea.

Sub-step 2: The Structure of the Text Part I (Paragraph 1) Introduction: general information on the term “trademark” Part II (Paragraph 2) A detailed definition of the term “trademark’ Part III (Paragraph 3) The service mark in comparison to the trademark Part IV (Paragraph 4-5) The importance of a memorable logotype Part V (Paragraph 6) The trade name in contrary to the trademark on the example

of Reebok Part VI (Paragraph 7-8) Comparison of a trade name with one’s own surname, etc Part VII (Paragraph 9) Presentation of General Electric’s steps to develop

trademarks

Sub-step 3: The Detailed Study of the Passage 1. The trademark, also called a brand nam

e, is the name by which people can speak of the product.

1). trademark: n. name or symbol that a company always put on the products it manufactures 商标

trademark design 商标设计 trademark registration 商标注册 trademark law 商标法 well-known trademark 驰名商标

Continued 2). by which people can speak of the product: with the

help of trademark (name)people can talk about the product, which is the object of the preposition by and the prepositional phrase is used as the adverbial in the clause. In a relative clause, the preposition with a relative pronoun as its object of the verb phrase (colloquial style)

He has made a mistake for which I feel sorry.(formal style) He has made a mistake which I feel sorry for.(colloquial

style When the preposition refers to time, means or manner, it

is always placed before the relative pronoun. I’ll never forget the day on which we had the first quarrel. Outlined above are several ways by which the concerned

teachers might adopt in their teaching. I don’t know the difficulty with which you have studied

English.

2. Specially, a trademark is a word, design, or combination used by a company to identify its brand and to distinguish it from others, and it may be registered and protected by law. 1). 要点：该句为 and 连接的并列句，在第一

个分句中有一个过去分词短语 used by a company 作定语修饰名词 combination 。

2). 译文：确切地说，商标可是一个词，也可以是一个图案，或者两者的组合。商标被用来识别公司的产品，把本公司与其他公司的产品区分开，商标可以注册并受法律保护。

3). Distinguish 基本用法 A.[~(between)A and B/~A from B] to recognize the difference

between two people or things It was hard to distinguish one twin from the other. B.(not used in the progressive tenses) to be able to see or hea

r something 辨别 ; 识别 She could not distinguish the make and colour of the car in the f

ading light. C. vt. [~yourself(as sth.)] to do something so well that people n

otice and admire you 表现突出 ; 使扬名 She has already distinguished herself as an athlete. They have distinguished themselves as dedicated social work

ers.. 相关词 distinguished adj. 受人尊敬的 ; 令人钦佩的 distinguished gu

est 贵客 a school with a distinguished academic record

3. Trademark formats can include letters, numbers, slogans, geometric shapes, pictures, labels, color combinations, product and container shapes, vehicles, clothing, and even sound.

1). format: n. the general design of something 格式 ; I’d like to change the format of the meeting a little. 2). slogan: n. a short, easily-remembered phrase

used by an advertiser, politician, etc. 广告用语 ; 口号 political slogan advertising slogan 3). vehicle: 1) n. any means of transport, 车辆 a heavy goods vehicle 重型货车 horse-drawn

vehicles 马车

4 Trademarks can also be termed service m

arks when used to identify a service.

1 ） . 要点：该句为主从复合句，从句 when used to identify a service省略了 it (trademarks) is 。 Term 在本句中译为“被称作”“被解释为”。

2). 译文：当商标被用来识别一种服务时，它可以被称作服务符号。

5. It is difficult to sell a product until a reasonable level of name recognition is achieved among the consumers.

A particular company can’t sell its products without much difficulty until its name has won the public recognition to a sensible extent.

6. In fact, the creation of a logo is so important that a number of firms have been established whose primary function is the design of logos, packages, and corporate identity.

1). 要点：该句为主从复合句，主句为 the creation of a logo is so important that a number of firms have been established 为结果状语从。 whose primary function is the design of logos, packages, and corporate identity 为定语从句，修饰 firms 。该定语从句被 have been established 分割，因为其定语太长。

2). 译文：事实上，创造一个标识非常重要，以至于一些以设计标识，包装和公司标识为基本业务的公司已经建立起来。

7. Most designers attempt to forge a compatible relationship among the package design, logo, and advertising for the product. 1). forge:

A. vt. to make something from a piece of metal by heating the metal and shaping it. 锻造 ; 打造 forge a farming tool

B. vt. to put a lot of effort into making something successful or strong so that it will last ( 经过精心努力 ) 形成 ; 达成

Efforts will be made to forge an enduring peace. [ 相关搭配 ] forge ahead: to move forward steadily; to make

progress steadily The company is forging ahead with its plans for expansion.

2). compatible: adj. able to exist in agreement with another 可相容的 ; The project is not compatible with the company’s long-term aims.

8. A strong logo on the package and in product advertising creates an environment of recognition. 1) a strong logo: a logo which can arouse

customer’s respect, admiration, trust and their desire to own the product

2) a provocative logotype: a logo reflects the distinctive identity of the product and arouses consumers’ interest in buying

3) environment of recognition: all the situations, events, people etc. that cause consumers to share the admiration for a certain or a company’s good reputation.

9 What we mean is a logo that is distinctive enough if it is extracted from the package that it will still project the visual personality

of the product. 1). 要点：该句为复合句。 What we mean 为主语

从句，作句中的主语。 That is distinctive enough为定语从句，修饰 logo 。 If it is extracted from the package 为条件状语从句。 That it will still project the visual personality of the product 为状语从句，修饰 distinctive enough.

2). 译文：我们所指的标识是能够充分反映一种产品的特点的、易于识别的、有特色的标识。即便这个标识来自产品的包装。

Continued 3). what we mean is…: This is a pseudo-cleft

sentence with a what clause as the subject of the sentence to emphasize what you are going to say. The pattern is [what clause + be + complement].

What that kid needs is some love and affection. What you need is a good meal. When the complement of verb ‘be’ is an

Infinitive Verb Phrase( 不定式短语 ),to can be omitted.

What we’ll do is leave a note for Mum to tell her we won’t be back till late.

Continued 4). extract A vt. to remove an object from somewhere, esp. by pulling

it 取出 ;拔出 You’ll have to have that wisdom tooth extracted. He managed to extract the stopper from the bottle. B vt. to carefully remove a substance from another substa

nce which contains it, using a machine, chemical process, etc. 采掘 ;提炼

47 tons of gold have been extracted at the mine. The nuts are crushed to extract the oil from them. C. vt. to skillfully remove sth. which is among a lot of other

objects or inside something 取出 ;抽出 James slowly extracted a 5 dollars note from his wallet.

10 After all, when pushing a shopping cart down a supermarket aisle, the consumer’s first images will be recognizable brand names.

1). 译文：毕竟，当顾客推着购物车沿着超市的通道选购货物时，给顾客的第一个形象将是可识别的商标的名字。

2). after all: A. used to say something is true or is a fact, in spite of

another fact or situation 终究 He wrote to say that he couldn’t give me a job after all. B. used to say that something should be remembered or

considered, because it helps to explain why something else is true or is a fact.毕竟

I don’t know why you are so concerned, it isn’t your problem after all.

11. They want names that can easily become familiar to consumers, yet be easy to read and pronounce and be memorable.

1). become familiar to(sb.): be easy to recognize because you have seen or are well known to

The trademark gradually becomes familiar to the customers.

This material becomes familiar to me after I have read it for several times.

[ 相关搭配 ] be familiar with 通晓 ;熟悉 Are you familiar with this type

of machine? familiarize oneself with sth./familiar sb. with sth. 使某人熟

悉 / 通晓某事物 Employees must familiarize themselves with the health

and safety manual.

12. Be consistent. Even as we grow and modify our business, we carefully manage the use of our identity worldwide.

1). consistent: adj. always having the same belief, behaviour, attitude, quality etc. 一贯的 ; He is one of the most consistent players on the tennis circuit.

I am a consistent supporter of constitutional rights -----[ 相关搭配 ]:

be consistent with 相一致 ; 相吻合 This evidence is not consistent with what you

said earlier.

13. GE has kept the same strategic promise for 30 years. If you follow the basis strategy, your brand should thrive.

1) GE: General Electric 2). thrive: vi. to grow, develop or be

successful 兴旺发达 ;茁壮成长 Business can thrive in free-market

economy. Companies that are powerful enough can

thrive on competition. Various kinds of plants thrive in the tropical

rain forest.

Step5. The Study of Reading II

Sub-step1: Give Students 5 minutes to get the main idea of the passage

Sub-step2: Answer the following question

How many methods are mentioned in the text for us to protect trademark?

Sub-step 3: The detailed study of the text 1. For a firm to quality for an exclusive tradem

ark, several requirements must be met. 1). Firm: company 2). exclusive: adj. limited to one person, group or

organization, not shared with others,唯一的 ,独占的

This bathroom is for the president’s exclusive use.(仅供总统使用 )

There is no reason why these two functions should be mutually exclusive. ( 相互排斥 )

The reporter managed to get an exclusive interview(独家采访 )with the Prime Minister.

Continued

3). several requirements must be met: Here the phrase [meet the requirement] means to satisfy all that is demanded as necessary. (满足需求 )

Does the hotel meet your requirements? Can the computer meet the requirement

of the wages department?

2. The use of a design in an ad does not make it a trademark, or does having it on a flag over the factory. 1) ad: advertisement 2)does having it on a flag over the

factory: This is an inverted sentence. It means even having the design on a flag over the factory does not make a trademark.

3. If it is not feasible, it must be affixed to the container or dispenser of the product, as on a gas pump at a service station. 1). feasible: adj. able to be carried out or don

e; possible and reasonable 可行的 Your plan sounds quite feasible. The electric car is technically feasible. Your pr

oposals are not feasible. 2). dispenser: n. a machine or container whic

h provides something either automatically or by someone pressing a lever or button, etc. 分发器 , 自动售货机

Continued: a soap dispenser in a public toilet 公共厕所里的

自动分皂机 a drinks dispenser饮料机 a cash dispenser outside a bank银行外的自动取款机

3).gas pump: a machine with a hose attached to it form which you can fill your car with petrol 汽油枪

4).service station: a place where motor vehicles are repaired and petrol and oil may also be sold 汽车维修站 ,加油站

4. The trademark must not be confusingly similar to trademark on comparable goods.

1). Be similar to: be like, be the same as dissimiliar: adj. not similar; unlike. ‘dis-’ is a pr

efix which shows the opposite or negative meaning.

They are reared in markedly dissimilar families. 他们在截然不同的环境里被抚养成人 .

2). comparable goods: similar goods; goods that can be compared 同类商品

A comparable car would cost far less abroad. 类似的车在国外要便宜得多 .

5. It must not be likely to cause buyers to be confused, mistaken, or deceived as to whose product they are purchasing.

1). 要点： 该句为主从复合句。主句的主语为 it, it指代的是 trademark. They are purchasing product　为定语从句，修饰 product.

2). 译文：至于购买谁的商品，商标都不应该使顾客感到迷惑、误解或感到受了欺骗。

3) deceive: vt. to cheat; to make somebody believe something that is not true 欺骗

They deceived her into signing the contract. 4) as to: concerning, about John has been given no directions as to what t

o write.

6. Of course, it is up to a court to decide these issues.

1) be up to: be the duty or responsibility of sb.

Shall we go out? ---It’ s up to you.( You decide it.)

It is up to you to decide what we should do.

7. Air-o was held in conflict with Arrow shirts.

1). in conflict with: in a state of disagreement or argument between opposite groups, ideas or principles 与……冲突

The two parties have been in conflict with each other since the election.

2). Air-O was considered in conflict with Arrow shirts, because the pronunciation of Air-O is quite similar to that of Arrow.

3) Arrow: a manufacturer of dress and casual shirts in a variety of fabrics, styles and sizes. Arrow is a world-famous brand established as a fashion leader in men’s apparel.

8 For instance, the word Lemon soap was barred because it contained no lemon; as was the word Nylodon for sleeping bags that contained no nylon.

1). 要点：该句为两个主从复合句。第一个句中中包含一个原因状语从句。第二个句子主句为倒装句， that 为定语从句。

2). 译文：例如，带有柠檬两字的肥皂被禁止出售，因为该肥皂里不含柠檬。带有尼龙两字的睡袋也被禁止，这种睡袋也不含尼龙。

3). bar: v. to make something illegal to be used, made or done; to forbid; to prohibit 阻止

He has been barred from playing for two weeks because of bad behavior.

Continued:

4). as is/was/does, etc.: [formal] used to add that what you have said is also true of someone or something else 如同……一样

He is honest, as are all his friend. Eve’s very tall, as was her mother.

I voted Labour, as did my wife.

9 To prevent such misleading usage, the law does not protect trademarks that are merely descriptive and thus applicable to many other products.

1) 要点：该句为主从复合句。 To prevent such misleading usage 为动词不定式短语作目的状语， that引导的句子为并列句，作定语从句，修饰名词 trademarks.

2) 译文：为防止误用，法律不保护那些描述性的商标和对于许多商品来说都通用的商标。

10. Because a trademark is so valuable, companies go to great lengths to protect their brand names. 1). go to great lengths: to spend a great dea

l of time and effort and to be willing to do anything, however difficult, dangerous or unpleasant it is 不遗余力

He went to great lengths to get his child back from his ex-wife.

If they were prepared to go to great lengths, there was a good chance of a deal.

11. There have been a number of court cases involving allegations that one company has infringed on the trademark of another.

1). allegation: n. a statement, not supported by proof, that someone has done something wrong or evil; accusation. 无根据的指控 ; baseless charges/accusations

allegations of improper business dealings allegations of serious misconduct by governm

ent officials If the allegations against him prove to be well-

founded, he will lose his job.

Continued: 2). infringe on/upon: to go against 破坏 ,侵犯 He considers that the school is infringing upon h

is rights as a parent by punishing his son in that way.

No one is allowed to infringe on the livelihood of his neighbor.

Here in the text, the phrase means to affect the right of the trademark of another company so as to make profits from it.

12. Some companies have seen the untimely demise of a trademark. 1). untimely: adj. happening too soon.

过早的 , 不合适宜的 untimely death夭折 , 过早去世 2). demise: n. (law) death 死亡 Upon his demise, the title will pass to hi

s son. The demise of Joe Black came as a gre

at shock.

13. Originally, Thermos was the trademark owned by the Aladdin Company, which

introduced vacuum bottles. 1)Thermos: a container within two silvery glass

walls, between which there is a vacuum, used to keep hot drinks hot and cold drinks cold.

2). Aladdin Company: originally a manufacturer of vacuum bottles, kerosene lamps, and stoves.

3). vacuum: n. a space which contains no air or other gas, especially an enclosed space from which all air has been taken away 真空 vacuum bottle 保温瓶

Step6. Word Study

confuse, register, form, distinguish, intrigue

Step7. Grammar Focus 主谓一致 主谓一致是指： 1 ） 形式一致原则：语法形式上要一致，即单复数形式与谓语要一致。

2 ） 意义一致原则：意义上要一致，即主语意义上的单复数要与谓语的单复数形式一致。

3 ） 就近一致原则：即谓语动词的单复形式取决于最靠近它的词语，一般来说，不可数名词用动词单数，可数名词复数用动词复数

B. Lexical Knowledge

1) The prefixes un-, dis-, in-, im-, il-, and ir- can be used to denote negation.

2) The prefix non-can be added to nouns, adjectives, or verbs, meaning “not”, “other than”, “absence of”, etc.

3) The prefix de- is often added to verbs or nouns derived from verbs, meaning “reverse the action of”, “deprive of”, or “remove from”

Step8. Extended Activities

1. Learn how to use such prefixes as : un-, dis-, in-, il-, im-, ir-, non-, de-

2. Function and structure Learn how to ask about one’s inten

tion, state one’s intention, and state one does not want to do sth.

3. Practice these structures

Let the students practice the following expressions and

then let them form their own dialogues.

1). Asking about other’s intention:

*What are you going to do?

*What’s your intention/plan?

*Please tell me what you have in your mind.

*Are you thinking of…?

2).Stating your intention:

I want/plan/mean/intend to give it up. I’ll be seeing him off at the airport

tomorrow. It’s my intention to return to Oxford.

3).Stating you don’t intend to do something.

* It is not ny intention to cancel the deal.*I don’t want/intend/plan/mean to sign the contract.*I have no intention of reducing the price.

4. Practical Reading

本文是一份商务报告，属于实用性说明文，重点介绍了著名咖啡品牌销售量大幅下降的原因。商务报告往往由三部分组成，即背景、问题、解决措施。本文只有背景和问题两部分。

1. Pan-: combining form including everything or everyone, especially the whole of a continent, people, etc.: Pan-African.

2. ground coffee: 研磨咖啡 3. copycat product: duplicated product. 仿制

产品

The End

Thank you all!