2014年職稱英語(yǔ)(綜合類)教材閱讀判斷文章及譯文6

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　　綜合類-閱讀判斷　　

Brands

　　The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

　　A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design. Some people erroneously believe that the trademark is only the pictorial part of the brand.

　　One major method of classifying brands is on the basis of who owns them―producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen's brands.

　　The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham, Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms national and private.

　　詞匯：

　　encompass 包含，包括;圍繞 letter 用印刷字母子;寫(xiě)印刷體子

　　differentiate 區(qū)分，區(qū)別 trademark 商標(biāo)

　　distinctive 區(qū)別性的;有特色的，與眾不同的

　　middleman 經(jīng)紀(jì)人，中間商，中間人

　　vocalize 說(shuō)，清楚地發(fā)音;唱，練唱

　　terminology 術(shù)語(yǔ)，專門(mén)名詞

　　注釋：

　　1.differentiate…from…：把……與……區(qū)別開(kāi)來(lái)。又如，differentiate tangible assents from intangible ones：區(qū)分有形資產(chǎn)和無(wú)形資產(chǎn)。differentiate后也可用between。如differentiate between right and wrong：分清是非。

　　2.appears in the form of：以……形式出現(xiàn)

　　3.…under the law，it has appropriated by one seller：依據(jù)法律，它已被賣(mài)著占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use他將公款挪為己用。

　　4.They may also include a pictorial design：商標(biāo)上也可能有圖案設(shè)計(jì)。

　　5.Some people erroneously believe……：有些人錯(cuò)誤地認(rèn)為……

　　6.…streches the meaning of the terms…：……把這些術(shù)語(yǔ)的意思引申了……

　　練習(xí)

　　1. “Brand” is a general term which covers narrower terms such as “brand name”, “brand mark”, and “trademark”.