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1、ClassHour3TitleUnit3TrademarksTeachingObjectives1・identifytrademarksusually-seeninallkindsofbusinessactivities2・translateChinessandEnglishtrademarks3.understandandusetheconversionmethodtotranslateTeachingfocusesanddifficultiesFocuses：1.linguisticfeaturesoftrademarkandtranslationskill
2、s2.identifynormaltrademarks3.conversionDifficulties:1・conversionofnouns,adjective,verb,adverbandpreposition2.culturedifferencesintrademarktranslationTeachingMethodsBasedonkeypointsandcontentsontextbooks,withintroducingtheuseageinrealbusinessactivities,totrainupstudents'businessEnglis
3、hlanguagetranslation.Questioningslearning-^summarizing—practicingTeachingProcedures:Calltheroll（2minutes）Part1:Warming-upquestions（8minutes）1.Questionsforthoughtanddiscussion:Askonestudenttogivesomeexamplesoftrademarkandtheirtranslations.Part2:NewcourseStatement（120minutes）1.Explaint
4、henewwordsandexpressionsofthetext.2.Introduction:Atrademark，trademark,ortrade-markisadistinctivesignorindicatorusedbyanindividual,businessorganization,orotherlegalentitytoidentifythattheproductsorservicestoconsumerswithwhichthetrademarkappearsoriginatefromauniquesource,andtodistingui
5、shitsproductsorservicesfromthoseofotherentities・Atrademarkistypicallyaname,word,phrase,logo,symbol,design,image,oracombinationoftheseelements.Thereisalsoarangeofnon-conventionaltrademarkscomprisingmarkswhichdonotfallintothesestandardcategories,suchasthosebasedoncolor,smell,orsound・Th
6、eformationsofbrand:1・Propernoun-people'sname,place,andthenamefromlegend・仙人名，地名，神话传说中的人物，文学作品中的人物和地名构成•）Benz（自该车的发明人的姓氏）Nike（取口希贴神化中胜利女神的名字）2.ordinarywords（普通词刃；）-thenameofanimalsandplants,numbers.（rh动植物名称，数字，褒义的形容词构成）Dianiond（手表）CleanandClear•（洗面奶）3.createdwords（臆造词汇）Sprite（饮料）-sprit
7、,Timex（手表）-timeContac（药品）-continuousactionKleenex(面I
8、J纸)-cleanandexcellent3.Characteristicesoftrademark-BeingSimpleandEasytoPronounceandMemorizeMostwidelyknowntrademarksareinshortform,e.g.Nike,Sony-IndicatingtheProduct'sCharacteristicsSafeguard舒肤住-BeingDistinctivefromSimilarProducts-
9、ArousingDesi
