2. 外语
  3. • Read this text about trademarks. • Choose the best sentence from the sentences that follow to fill each of the gaps. • For eac

• Read this text about trademarks. • Choose the best sentence from the sentences that follow to fill each of the gaps. • For eac

admin2010-01-28  9
问题 • Read this text about trademarks.
• Choose the best sentence from the sentences that follow to fill each of the gaps.
• For each gap 9-14, mark one letter (A-H) on your Answer Sheet.
• Do not use any letter more than once.
　　　　　　　　　　　　　　　　　　　　　What Is a Trademark?
       There are several types of company and product identifications. The trademark, also called a brand name, is the name by which people can speak of the product. Very often a trademark will include some pictorial or design element. If it does, the combination is called a logotype (or simply a logo).
Trademarks are proper terms that identify the products and services of a business and distinguish them from products and services of others. 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.   (9)  . Trademarks can also be termed service marks when used to identify a service. In general, a trademark for goods appears on the product or its packaging, and a service mark is used in advertising to identify the services.
     The logo design is an extremely important element in the successful marketing of a product. It is difficult to sell a product until a reasonable level of name recognition is achieved among the consumers.  (10)  . Most designers attempt to forge a compatible relationship among the package design, logo, and advertising for the product. A strong logo on the package and in product advertising creates an environment of recognition.
      Clearly, the most successful packages are those that combine an intriguing design scheme with a provocative logotype.  (11)  . After all, when pushing a shopping cart down a supermarket aisle, the consumer’s first images will be recognizable brand names. Trademarks should not be confused with trade names, which are corporate or business names. General Motors, for example, is the trade name of a company making automobiles whose trademark (not trade name) is Buick. The terms trademark and trade name are often confused.  (12)  . Trade names can be used in the possessive form and do not require a generic form. Many companies, however, use their trade names as trademarks. For example, Reebok International Ltd. is the corporate name, and Reebok may be used as a trade name, as "Reebok’s newest line of athletic shoes is for children. "  (13)  . Some personal names (as with product names) may sound the same but may have different spellings--Sherry, Sherri, or even Cheri. Or they may simply be very familiar names--Jennifer, Jane, Susan, Emily--or dearly distinctive, like Ruhanna. Yet, distinctive may appear difficult to read or pronounce.  (14)  .
They want names that can easily become familiar to consumers, yet be easy to read and pronounce and be memorable.
A. What we mean is a logo that is distinctive enough if it is extracted from the package will still project the visual personality of the product.
B. Trade names are proper nouns.
C. 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.
D. General Electric has a simple procedure for developing trademarks for its brands.
E. Companies and products have a similar problem.
F. Reebok also is used as a trademark: "Are you wearing Reebok athletic shoes or another brand?"
G. Trademark formats can include letters, numbers, slogans, geometric shapes, pictures, labels, colour combinations, product and container shapes, vehicles, clothing, and even sound.
选项
答案C
解析
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