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经济学人58:商标欺诈 闭上你的臭嘴

时间：2013-11-25 07:00:18

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（单词翻译）

 　　Business

　　商业
　　Trademark1 bullying2
　　商标欺诈
　　Shut your kale-hole
　　闭上你的臭嘴
　　What's in a name, anyway?
　　无论如何，商标中能有什么呢？
　　CHICK-FIL-A sells an average of nine sandwiches per second at its roughly 1,600 restaurants.
　　托莱多的约1600家餐厅每秒平均卖出9个三明治。
　　Bo Muller-Moore paints T-shirts in the garage next to his house in Montpelier, Vermont.
　　家在蒙彼利埃（美国佛蒙特州首府）的Bo Muller-Moore在其车库里染印T恤衫。
　　In 2011 Chick-fil-A's sales were more than $4 billion; Mr Muller-Moore (pictured) estimates that his were $40,000.
　　托莱多2001年的销售额超过40亿美元；而Muller-Moore估计其销售额仅有40000美元。
　　Nonetheless, the slogan screened on his shirts-"Eat More Kale", initially3 made in 2001 as a favour for a local farmer, whose kale crop had a bumper4 year-caught the humourless eyes of Chick-fil-A's lawyers.
　　尽管如此， Muller-Moore染印在T恤衫上的短语"Eat More Kale"还是为托莱多无趣的律师们所关注。
　　They had sent him a cease-and-desist letter in 2006, claiming his slogan was too close to their client's "Eat Mor Chikin".
　　他们向Muller-Moore发出了"勒令停止通知函"，声称Muller-Moore的宣传语同托莱多的宣传语"Eat Mor Chikin"意思太相近。
　　Really?
　　事实真是如此吗?
　　The letter does not cite a single person whom the slogan has confused.
　　信函并未列举出任何一个为此宣传语—Eat More Kale所误导的人。
　　Besides, one entity5 sells food, the other clothing; only the profoundly stoned or deranged6 would try to eat a T-shirt or wear a chicken sandwich.
　　此外，他们一个是卖快餐的，另一个是卖衣服的；只有那些酩酊大醉、精神错乱的人才会吃T恤衫或者穿鸡肉三明治。
　　But Mr Muller-Moore is not the only small entrepreneur to have caught the attention of a big firm's trademark hawks7.
　　然而，Muller-Moore先生并非唯一一个受到大型企业商标权恐吓的私营业主。
　　In 2009 the company that makes Monster energy drinks demanded that Vermont's Rock Art Brewery8 stop calling its barley9 wine "Vermonster".
　　在2009年，生产怪物能量饮料的公司要求福蒙特州的啤酒厂Rock Art停止使用"Vermonster"作为其高酒精啤酒的名称。
　　Last year Tootsie Roll Industries, which makes chewy sweets, filed suit against the maker10 of a roll-up shoe called Footzyrolls.
　　去年，生产咀嚼软糖的小脚趾圈公司对生产roll-up shoe的厂商Footzyrolls提起诉讼。
　　And in 2009 The North Face, an outdoor-clothing company, sued a much smaller clothing company that had decided11 to call itself The South Butt12.
　　在2009年，户外服装公司The North Face对一个非常小的服装公司提起诉讼，因为其自称The South Butt。
　　Chick-fil-A insists it has to protect its trademark.
　　托莱多声称要坚决保护它的商标。
　　But its idea of self-defence looks to others like bullying.
　　然而，这一行为对于其他人来说更像恐吓、威胁。
　　The firm is protecting its trademark not from a crafty13 restaurateur hoping to piggyback on its fame, but from a kale farmer and a "Neolithic14 stencil-artist" in Vermont.
　　它所谓的商标侵权者不是借其名声的狡猾的餐馆老板，而是风蒙特州的一个种植羽衣甘蓝的农民和一个民间模板艺术家。
　　Also, Chick-fil-A seems to be claiming ownership of the phrase "eat more", which is a bit greedy.
　　而且，托莱多似乎宣称其是"eat more"词组的所有者。这一行为显得太贪婪了。
　　Mr Muller-Moore is fighting back. He has taken his campaign to Facebook and Kickstarter, where he and a co-producer are trying to raise funds for a documentary called "A Defiant15 Dude".
　　Muller-Moore先生对托莱多的起诉予以回击。他同其合伙人在Facebook和Kickstarter试图为一个名为"野蛮的家伙"的纪录片募集资金。
　　Rock Art Brewery similarly defended itself, not in a court of law, where deep-pocketed corporations enjoy an enormous advantage, but in the court of public opinion.
　　Rock Art啤酒厂同样予以反击，不是在"自古衙门朝南开，有理无钱莫进来"的法庭，而是在公众舆论的平台。
　　It worked.
　　这一方式奏效了。
　　After boycotts16 and negative publicity17, Monster's makers18 agreed to drop the matter provided that Rock Art did not start making energy drinks.
　　在收到抵制和负面的名声影响后，怪物饮料生产商同意撤销诉讼，条件是Rock Art不在生产能量饮料。
　　Mr Muller-Moore claims to have received thousands of supportive letters.
　　Muller-Moore先生声称收到了无数的声援信。
　　Hundreds of people have pledged to fund his film.
　　许多人对其给予了资金援助。
　　Chick-fil-A may end up eating more crow.
　　托莱多最终可能会以失败告终。

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1 trademark Xndw8     
n.商标；特征；vt.注册的…商标
参考例句：
  • The trademark is registered on the book of the Patent Office.该商标已在专利局登记注册。
  • The trademark of the pen was changed.这钢笔的商标改了。
2 bullying f23dd48b95ce083d3774838a76074f5f     
v.恐吓，威逼( bully的现在分词 )；豪；跋扈
参考例句：
  • Many cases of bullying go unreported . 很多恐吓案件都没有人告发。
  • All cases of bullying will be severely dealt with. 所有以大欺小的情况都将受到严肃处理。 来自《简明英汉词典》
3 initially 273xZ     
adv.最初，开始
参考例句：
  • The ban was initially opposed by the US.这一禁令首先遭到美国的反对。
  • Feathers initially developed from insect scales.羽毛最初由昆虫的翅瓣演化而来。
4 bumper jssz8     
n.(汽车上的)保险杠；adj.特大的，丰盛的
参考例句：
  • The painting represents the scene of a bumper harvest.这幅画描绘了丰收的景象。
  • This year we have a bumper harvest in grain.今年我们谷物丰收。
5 entity vo8xl     
n.实体，独立存在体，实际存在物
参考例句：
  • The country is no longer one political entity.这个国家不再是一个统一的政治实体了。
  • As a separate legal entity,the corporation must pay taxes.作为一个独立的法律实体，公司必须纳税。
6 deranged deranged     
adj.疯狂的
参考例句：
  • Traffic was stopped by a deranged man shouting at the sky.一名狂叫的疯子阻塞了交通。
  • A deranged man shot and killed 14 people.一个精神失常的男子开枪打死了14人。
7 hawks c8b4f3ba2fd1208293962d95608dd1f1     
鹰( hawk的名词复数 )； 鹰派人物，主战派人物
参考例句：
  • Two hawks were hover ing overhead. 两只鹰在头顶盘旋。
  • Both hawks and doves have expanded their conditions for ending the war. 鹰派和鸽派都充分阐明了各自的停战条件。
8 brewery KWSzJ     
n.啤酒厂
参考例句：
  • The brewery had 25 heavy horses delivering beer in London.啤酒厂有25匹高头大马在伦敦城中运送啤酒。
  • When business was good,the brewery employed 20 people.在生意好的时候，这家酿造厂曾经雇佣过20人。
9 barley 2dQyq     
n.大麦，大麦粒
参考例句：
  • They looked out across the fields of waving barley.他们朝田里望去,只见大麦随风摇摆。
  • He cropped several acres with barley.他种了几英亩大麦。
10 maker DALxN     
n.制造者，制造商
参考例句：
  • He is a trouble maker，You must be distant with him.他是个捣蛋鬼，你不要跟他在一起。
  • A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。
11 decided lvqzZd     
adj.决定了的，坚决的；明显的，明确的
参考例句：
  • This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
  • There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。
12 butt uSjyM     
n.笑柄；烟蒂；枪托；臀部；v.用头撞或顶
参考例句：
  • The water butt catches the overflow from this pipe.大水桶盛接管子里流出的东西。
  • He was the butt of their jokes.他是他们的笑柄。
13 crafty qzWxC     
adj.狡猾的，诡诈的
参考例句：
  • He admired the old man for his crafty plan.他敬佩老者的神机妙算。
  • He was an accomplished politician and a crafty autocrat.他是个有造诣的政治家，也是个狡黠的独裁者。
14 neolithic 9Gmx7     
adj.新石器时代的
参考例句：
  • Cattle were first domesticated in Neolithic times.新石器时代有人开始驯养牛。
  • The monument was Stone Age or Neolithic.该纪念碑是属于石器时代或新石器时代的。
15 defiant 6muzw     
adj.无礼的，挑战的
参考例句：
  • With a last defiant gesture,they sang a revolutionary song as they were led away to prison.他们被带走投入监狱时，仍以最后的反抗姿态唱起了一支革命歌曲。
  • He assumed a defiant attitude toward his employer.他对雇主采取挑衅的态度。
16 boycotts 01a41a22ef4afb3e397c7f6affec9eb0     
（对某事物的）抵制( boycott的名词复数 )
参考例句：
  • Their methods included boycotts and court action, supplemented by'sit-ins". 他们的主要方法包括联合抵制、法庭起诉，还附带进行静坐抗议。
  • Are boycotts for other purposes illegal? 至于用于其它目的的联合抵制行动是否也是非法的呢？
17 publicity ASmxx     
n.众所周知，闻名；宣传，广告
参考例句：
  • The singer star's marriage got a lot of publicity.这位歌星的婚事引起了公众的关注。
  • He dismissed the event as just a publicity gimmick.他不理会这件事，只当它是一种宣传手法。
18 makers 22a4efff03ac42c1785d09a48313d352     
n.制造者，制造商（maker的复数形式）
参考例句：
  • The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
  • The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》

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