The right name is important in the business world. All you have to do is think of the names for some of the products you buy every day and you’ll agree that the name and the product are connected in everyone’s mind.
In many countries, successful trade or brand(商标) names are protected by law so that other companies cannot make the same product by copying. Businesses register(注册) a company or a product name with the government. In fact, more than 1,000 product and company names are registered every hour. Many companies spend a lot of money to find the right name for their products. A good example of this is in the car industry. Some successful names for cars have powerful associations(联系). The Ford Mustang and the Jaguar are only two examples of choosing the names of animals that are fast and strong.
When a U. S company decides to sell its product in another country, it has to make sure that the product name translates(翻译) properly. When Coca-Cola introduced its soft drink to China, it looked for the right name. It wanted a name that would do two things. One was to present its image in Chinese and the second was to be close to its first brand name—Coke. It took some efforts before finding the right word — which sounds similar and translates as “happiness in the mouth”. Asian company names are not new to the United States. The brand names of Samsung and Sony have been successful. Finding the right brand name is a big business. Asian companies that sell to foreign markets pay to find a name that will connect with its customers. There are even naming companies that offer help in inventing product names. These companies can charge up to $100,000 a word for their good names. But it’s worth it. Successful companies know how important the right brand names are for their development.
【小题1】Why are trade names protected by law in many countries?

The right name is important in the business world. All you have to do is think of the names for some of the products you buy every day and you’ll agree that the name and the product are connected in everyone’s mind.

In many countries, successful trade or brand(商标) names are protected by law so that other companies cannot make the same product by copying. Businesses register(注册) a company or a product name with the government. In fact, more than 1,000 product and company names are registered every hour. Many companies spend a lot of money to find the right name for their products. A good example of this is in the car industry. Some successful names for cars have powerful associations(联系). The Ford Mustang and the Jaguar are only two examples of choosing the names of animals that are fast and strong.

When a U. S company decides to sell its product in another country, it has to make sure that the product name translates(翻译) properly. When Coca-Cola introduced its soft drink to China, it looked for the right name. It wanted a name that would do two things. One was to present its image in Chinese and the second was to be close to its first brand name—Coke. It took some efforts before finding the right word — which sounds similar and translates as “happiness in the mouth”. Asian company names are not new to the United States. The brand names of Samsung and Sony have been successful. Finding the right brand name is a big business. Asian companies that sell to foreign markets pay to find a name that will connect with its customers. There are even naming companies that offer help in inventing product names. These companies can charge up to $100,000 a word for their good names. But it’s worth it. Successful companies know how important the right brand names are for their development.

1.Why are trade names protected by law in many countries?

A．To make companies pay for naming service.

B．To help people choose the best products.

C．To present good images of the products.

D．To prevent good images from being copied.

2.What can we learn from the passage?

A. Many companies care about the cost of finding the right names.

B. Creative trade names can help companies to have a larger sale.

C. The government often does business with naming companies.

3.What’s the best title for the passage?

A．The Importance of Right Brand Names        B．The Development of Names

C．The Rules of Naming                     D．The Methods of Choosing Names

Every year landslides cause 25 to 50 deaths and $2 billion in damage in the United States. And in December, a single event killed more than 2000 people in the Philippines. Sending workers to stabilize mountainsides using steel bars can help a lot, but it introduces new difficulties because of dust and loosen heavy, dangerous debris from the work. “It’s a quite dangerous job,” says Giorgio Pezzuto of D’ Appolonia, working with eight other companies. Now there may be an answer: a three-ton robot called Roboclimber.

“The idea is to operate a machine far away that can do the stabilizing job without a human being near,”says Pezzuto, manager for the project, which is supported by a European organization. Engineers say that the machine will be faster and cheaper than manual labor. The robot, a large radio-controlled four-legged spider, has cost at least $2 million so far. It should be able to climb mountainsides, drill holes and insert steel bars there. Testing should begin in May.

1.The underlined word “event” refers to_____

A. earthquake               B. debris             C. dust        D. landslide

2.The purpose in writing this text is _____

A. to tell people how serious the damage caused by landslides is

B. to tell people that sending workers to stabilize mountainsides is a dangerous job

C. to show people how to use a new robot

D. to introduce a new robot that can be used to stabilize mountainsides

3.What does the robot look like?

A. human being         B. spider            C. steel bar        D. a drill

4.A landslides cause _____________in damage in the United States Every year .

A. 25 to 50 deaths       B. more than 2000 people died

C. $2 billion           D. both A and C

5.The biggest advantage of this product is that____

A. it will be faster and cheaper than manual labor

B. it can climb mountainsides, drill holes and insert steel bars there.

C. it can do the stabilizing job without human beings near

D. it is like a spider

You wouldn't steal a car. You would never rob (抢劫) a bank or pick someone's pocket. But you may be another kind of thief.
If you have ever bought a disc for 15 yuan or less, then you have helped to rob artists or musicians of their intellectual properly rights (知识产权).
Last Thursday was World Intellectual Property Day. Activities to tell people about intellectual property rights were held around the country.
Intellectual property includes inventions, literary (文学的) and artistic works, names, and pictures. They are of little value (价值) if they are not read, seen and used.
While the cost of copying discs is very small, authors, singers and actors have to spend a lot of money and time making a new product. That's why they have the right to make money from their work.
So buying pirated (盗版的) music of Jay Chou and Jolin Tsai is like stealing from them, paying them no respect for their hard work.
If Jay Chou cannot make money from his work, he may not make anything else. But those who make pirated goods are becoming rich without doing any hard work.
The authors should ask for a fair price for their work. Earlier this year there was much talk about how much KTV clubs should pay the music companies for using their songs.
The copyright fee (版权费) also should be fair to the users. That's good for the music's popularity and society as well.

1. 1.

   What is the author's attitude towards protecting (保护) intellectual property rights7

   1. A.
      He is for it.
   2. B.
      He is against it.
   3. C.
      He doesn't care about it.
   4. D.
      The article doesn't tell us.
2. 2.

   Which of the following do intellectual property rights not cover?

   1. A.
      Inventions.
   2. B.
      Literary and artistic works.
   3. C.
      Names end pictures.
   4. D.
      Pirated music.
3. 3.

   According to the article, which of the following is true?
   

   1. A.
      Authors should ask for a high price for their work,
      B, The copyright fee should ha fair to users.
      C. Authors, singers and actors have no right to make money from their work,
      D. Buying pirated music by Jay Chou is very good.
4. 4.

   What is the best title for the article?

   1. A.
      Rob a Bank
   2. B.
      Copyright Fees
   3. C.
      Say No to pirated Music
   4. D.
      World Intellectual Property Day