Unit11 Trademark
By Zhang Bing
I. Teaching Objectives
This unit helps the students understand a new field—trademark. They should focus on the background information on the trademark law, infringement and copyright, then put it into practice.
II. Pre-reading Task: Questions for discussion
1.
What do you think can be included in a trademark format? e.g. A trademark format include letters, numbers, slogans, geometric shapes, pictures, labels, color combinations, product and container shapes, vehicles, clothing and even sound. 2. How do trademarks influence your purchasing decision? e.g. Many people make their purchasing choices on the basis of recognizable trademarks while others don’t care about it.
II. Pre-reading Task: Questions for discussion
1.
What is the value of a trademark to business? e.g. A trademark can protect the goodwill and reputation of a business. Customers usually associate the quality and uniqueness of the product with the merchant’s symbol or name. A strong trademark builds consumer preference for business and its products over that of its competitors. On the other hand, once the business has a valid trademark, no one else may use it to sell similar goods or services within its market area. 2. How does a business protect its trademark from being infringed? e.g. Make the trademark distinctive, memorable and fanciful. Use the trademark symbol to indicate that it is the company’s selected mark. Once registration is complete, use the R symbol to indicate that the trademark is officially registered. Consider the services of a trademark-search firm to monitor the valid and unscrupulous use of the mark.
II. Pre-reading Task: Questions for discussion
1. What should a trademark owner do if someone infringes on his trademark? e.g. As soon as the trademark owner is aware of an infringement, he should demand that the infringer stop using it by sending a letter, called a “cease and desist letter,” to wrongful user. If the wrongful user continues to infringe on the mark, the owner can file a lawsuit to stop the improper use.
III. New words & expressions Text A
1. address (n. & v.) e.g. The problem of where we will raise enough funds for the scheme has not yet been addressed. 处理 The professor addressed a few introductory remarks to the audience before he went into the details of the topic. 向…讲话 Having lost the address book in which her telephone number is recorded, I have no way to contact her. 地址 2. file (n. & v.) e.g. The visitors filed through the entrance to the museum, eager to see the most magnificent bronze crafts in China. 列队进入 Government files are usually opened to the public after 50 years. 档 案 Her hands were slim and long with nails which had been carefully filed. 锉、修过
III. New words & expressions Text A
1. act (n. & v.) e.g. Primitive people regarded storms as an act of God, while modern people know that they are only a natural phenomenon. 行为 Almost two hundred suspects were detained in Britain last year under the Prevention of Terrorism Act. 议案 He was chosen to act the part of the lawyer in the film, which started his road to stardom. 表演 2. uniform (n. & adj.) e.g. Seeing that big companies enjoy preferential policies, small businesses are demanding that they receive uniform treatment from the banks. 相同的，一样的 Photographers show him wearing the scruffy T-shirt and jeans that were the school uniform of the time. 制服
III. New words & expressions Text A
1. party (n. ) e.g. The UN called on all parties in the conflict to take a positive attitude toward the new peace initiative. 一方 In Britain, the party in power has the right to choose the date of the next general election which gains it great advantage over its oppositions. 政党 When old Tom retired after thirty years of faithful service, the boss arranged a farewell party for him on behalf of the whole company. 聚会 2. constitute: to form or make up passive voice: be made up of; be composed of e.g. His work attitude constitutes a direct challenge to my authority. We are going to import a cargo of goods which is mainly composed of food and medicines.
III. New words & expressions Text A
1.
bona fide: real; sincere e.g. The function of Trademark Law is to protect bone fide products from being imitated by false ones. 2. lease: to grant use or occupation of (something) under the terms of a contract e.g. The estates contains 100 new houses, about a third of which are leased to the senior managers of some famous multinational companies. 3. attest to: to be or give proof of e.g. Thousands of workers came out onto the street to attest to their support for the Labor Party. 4. infringement: the act of going against or taking over the right of another 5. forfeit: (have to) lose or give up (something) as consequence of or punishment for having done something wrong e.g. Passengers who cancel their reservations will forfeit their deposits.
III. New words & expressions Text A
1.
enforcement: the act to cause (a rule or law) to be carried out effectively e.g. law enforcement 执法 2. enact: to make into law e.g. enact the law 立法 3. violation: (act of) deceiving somebody illegally to make money or obtain goods e.g. law violation 违法
IV. Translation Skills
名词性从句的译法： 英语中的名词性从句包括主语从句、宾语从句、表语从句和同位语 从句。将这类从句翻译成中文时，大多数情况下可以保持原文的 语序译成对应的汉语。如果原文用it代替主语、表语或宾语时，一 般不翻译it。翻译同位语从句时，根据语境可将其前置或保持原文 语序不变。 e.g. Is it in their interests that the economy should be readjusted? 重新调整经济符合他们的利益吗？ Whether the negotiation will be successful or not in the end depends on his attitude. 这场谈判最终能否成功取决于他的态度。 We are sorry that the quality of our goods didn’t turn out to be satisfactory. 货物的质量使人不满意，我们感到抱歉。
VI. Assignment
1. 2. Special usage: linking verbs Reading comprehension
Thank you!
Bye-bye!