Unit 01 素材文檔.docx

College English Creative Reading 3跨文化交際英語閱讀教程 3Unit 1 Intellectual PropertyNote on the TopicLearning Objectives1. Gain a full understanding of the concept of intellectual property; 2. Explore the differing attitudes within different societies and among different people towards the concept of ownership of ideas and how freely other people should be able to use these ideas;3. Consider various text structures and identify contrasting information within a text;4. Discuss and create a short role-play on the theme of plagiarism.Before You Read 1.Watch the following video and discuss the following questions with a partner. 2.Discuss the following questions with a partner.2.1 What is the video about?This video explains what intellectual property is and the reasons why people should care.2.2 According to the video, what is intellectual property?According to the video, intellectual property is trademarks, copyrights, trade secrets, and patents.2.3 Why should people know the concept of intellectual property?Because intellectual property is in everybodys business. People should know intellectual property so that they can protect their own values and avoid infringing others intellectual property.2.4 According to the video, why do people care about intellectual property?Because companies values, projects values, inventions values and even peoples values are in that intellectual property. 2.5Do you think intellectual property is important to you? Why or why not?Answers will vary to this question. A sample answer could be: I think intellectual property is important to me because I have spent a lot of time on making my ideas into concrete product. I need to protect it so as to protect my own value. Also, intellectual property helps me to respect others fruits of labor. Reading APiracy in the Twenty-First CenturyText 1_Modern societies are reliant upon technological innovation, which is underpinned by secure intellectual property rights. Great progress has been made in getting countries across the world to accede to international agreements on enforcing intellectual property rights. But it was not always thus, and much remains to be done. Let us review the situation in the past as a lesson in what happens without adequate protection for intellectual property holders.Background Information: The Texts: Piracy in the Twenty-First CenturyThe texts discuss intellectual property and express particular views about this topic. The term “intellectual property” suggests that products of the mind can be identified and owned, bought, or sold just as physical goods or land can be owned, bought, or sold. This has been viewed in very different ways in history. It has also been viewed in different ways in different cultures. Even goods and land have been thought about in quite different ways in different cultures. In many traditions, for example among many native Americans, concepts of ownership did not include the idea of owning land. Similarly, there are different traditions about owning ideas or artistic productions.Today intellectual property is protected by the world intellectual property organization (WIPO), which is a specialized agency of the United Nations. The majority of United Nations members are members of WIPO. WIPO offers a means of protecting intellectual property across borders and also offers ways of resolving potential infringement issues without going to court. This last point is quite important because, as the writer of Text 2 notes, there is a lot of money involved in intellectual property. Many large firms, particularly technological companies, spend much time and money involved in possible infringement cases.The two texts here offer opposing views of intellectual property rights and thus reflect the current debate. On the one hand, many people regard intellectual property (ip) as crucial to a company or a products success. On the other hand, the high costs involved in attaining any item protected by IP can have a negative effect on the spirit of collaboration and innovation.參考譯文：二十一世紀(jì)的盜版現(xiàn)象課文一現(xiàn)代社會(huì)依賴于技術(shù)創(chuàng)新，而技術(shù)創(chuàng)新須依靠知識(shí)產(chǎn)權(quán)來保障。越來越多的國家遵守國際條約，實(shí)行知識(shí)產(chǎn)權(quán)保護(hù)。但這方面做得還遠(yuǎn)遠(yuǎn)不夠。我們來回顧一下過去，看看缺乏知識(shí)產(chǎn)權(quán)保護(hù)會(huì)導(dǎo)致什么樣的后果，從而吸取教訓(xùn)。Reading BAs many Western companies once discovered to their cost, investing in Southeast Asia before the advent of secure intellectual property rights was an expensive proposition. To enter these markets, Western companies had to disclose to authorities details not only of their products, but also of the processes whereby their products were created. The result, all too often, was rapid and blatant copying of goods which were not protected against copyright abuse of this kind.參考譯文：許多西方公司付出了慘痛的代價(jià)才發(fā)現(xiàn)，知識(shí)產(chǎn)權(quán)保障機(jī)制還未健全時(shí)，在東南亞投資無異于將錢付諸東流。要進(jìn)入這些市場，西方公司不僅必須向相關(guān)當(dāng)局說明他們的產(chǎn)品，而且還要說明他們產(chǎn)品的制作過程。而結(jié)果經(jīng)常是本該受到知識(shí)產(chǎn)權(quán)保護(hù)的產(chǎn)品很快被無恥地抄襲。Reading CThere are numerous examples of such copyright piracy from the past. The American chemical giant Du Pont, for example, introduced into one Asian country its famous Londax herbicide, which kills weeds in rice fields. The company had invested millions of dollars in the research and development of this product, and ploughed another US$25 million into opening a local production plant. Less than one year afterwards, however, very cheap bottles of a fake Londax were openly on sale. The only difference between the fake and real items other than the price was that the fake was called Rondex and came in a blue rather than green bottle. However, as it was so much cheaper than the original, it effectively destroyed Du Ponts investment. It also made the company much less willing to invest in R&D (research and development) of new chemicals. The “recipe” for Londax should have been treated as the intellectual property of Du Pont. For another company to make unauthorized use of it was stealing, just as surely as if they had stolen Du Ponts machines or any other physical property.Key Word:ploughinto: to invest a lot (of money) in (something) in order to improve it or make it successful參考譯文：盜用知識(shí)產(chǎn)權(quán)的例子不勝枚舉。例如，美國化學(xué)制品巨頭杜邦向一亞洲國家引進(jìn)了一種名叫 Londax的著名除草劑，用來除掉稻田里的雜草。該公司在該產(chǎn)品的研發(fā)上投資了數(shù)百萬美元，而且又投入了2500萬美元在當(dāng)?shù)亻_設(shè)了一家生產(chǎn)廠家。然而，不到一年以后，一瓶瓶非常廉價(jià)的冒牌 Londax公然上市了。冒牌產(chǎn)品和正宗產(chǎn)品除了價(jià)格外的唯一區(qū)別是冒牌產(chǎn)品的名稱是Rondex，用的是藍(lán)色瓶而不是正宗產(chǎn)品用的綠色瓶。但是，由于冒牌產(chǎn)品的價(jià)格比正宗產(chǎn)品的價(jià)格低廉許多，它成功毀掉了杜邦公司的投資。同時(shí)它也使得該公司不再愿意投資于新化學(xué)制品的研發(fā)。生產(chǎn) Londax的配方本應(yīng)該被當(dāng)作是杜邦公司的知識(shí)產(chǎn)權(quán)。其他非法使用該配方的公司是犯了偷盜行為，就像盜取了杜邦公司的機(jī)器或者該公司的其他財(cái)產(chǎn)一樣。Reading DIt was not only products that were vulnerable protecting a brand name in the Asian market was once nearly impossible. Even Kelloggs, the manufacturers of the original Kelloggs Corn Flakes, found themselves competing with a product superficially similar to their own: Kongal Cornstrips, which even came in a near-identical box. Unfortunately, as in the Du Pont case, Kelloggs chances of successfully prosecuting the copyists were virtually zero, because local law did not adequately recognize the concept of copyright protection.參考譯文：不光是產(chǎn)品，在亞洲市場上保護(hù)一個(gè)品牌也曾經(jīng)是幾乎不可能的事。就連 Kelloggs玉米片的生產(chǎn)商 Kelloggs公司也發(fā)現(xiàn)自己的產(chǎn)品被山寨：Kongal 牌玉米條，連包裝也幾乎一模一樣。不幸的是，和杜邦公司的事件一樣，Kelloggs 公司成功懲罰侵權(quán)者的幾率幾乎為零，因?yàn)楫?dāng)?shù)氐姆刹怀姓J(rèn)知識(shí)產(chǎn)權(quán)保護(hù)的概念。Reading EFortunately, the situation is now much improved following various rounds of negotiations within the World Trade Organization. Nonetheless, international companies must remain vigilant against violation of their intellectual property rights. There are always those who will seek to profit from someone elses research efforts, financial investment and market goodwill. Innovation will be killed if its rewards cannot be protected by the law.參考譯文：幸好，在經(jīng)過許多輪世貿(mào)組織的談判后，情況大為改觀。然而，跨國公司必須保持警惕，以防被侵權(quán)?？傆腥嗽噲D從別人的研發(fā)、投資、商譽(yù)中牟利。如果成果得不到法律保護(hù)，創(chuàng)新就是空話。Reading FText 2_You hear a lot about copyright and intellectual property (IP) nowadays, usually from one point of view: that of the copyright holder. Thats not an accident theres a lot of money to be made from so-called “intellectual property” rights, and many people will want to convince you that intellectual property rights are necessary and good, rather than being a giant rip-off for consumers across the planet. What youll most likely be told is that intellectual property rights need to be protected, otherwise no one will “innovate.” Why invent something if someone else makes all the money from it and you get nothing?Key Word:rip-off: Something that is more expensive than it should be參考譯文：課文二如今你經(jīng)常會(huì)聽到“知識(shí)產(chǎn)權(quán)”這個(gè)詞通常是從產(chǎn)權(quán)者嘴里。這不是意外，所謂“知識(shí)產(chǎn)權(quán)”可是能夠讓人掙大錢的，所以無數(shù)人想使你確信：知識(shí)產(chǎn)權(quán)是必需的，而不是忽悠全球消費(fèi)者的大噱頭。他們最有可能告訴你，知識(shí)產(chǎn)權(quán)應(yīng)該受到保護(hù)，否則“創(chuàng)新”無從談起?？蔀槭裁锤愠鲞@樣一種東西，也就是其他人都從里面掙錢，而你卻什么也得不到？Reading GWhile this is a real problem that needs to be addressed, its also a limited way of looking at innovation. Innovation is a cooperative process, a social process that builds upon the work of countless other people. Its natural for people to innovate, and to work creatively together to find solutions to problems and challenges. Seen from this perspective, protecting IP slows down innovation, because people cannot use each others ideas, or even similar ideas, without paying a lot of money or risking a lawsuit.參考譯文：雖然這是個(gè)亟待處理的問題，但它還是種對于創(chuàng)新的狹隘觀點(diǎn)。創(chuàng)新是一個(gè)合作的過程，是一種建立在無數(shù)人努力之上的社會(huì)進(jìn)程。人們很自然地會(huì)去創(chuàng)新，會(huì)去合作，會(huì)去創(chuàng)造性地解決問題。從這個(gè)角度看，保護(hù)知識(shí)產(chǎn)權(quán)會(huì)阻礙創(chuàng)新，因?yàn)槿藗儫o法利用各自的創(chuàng)意，甚至是相似的創(chuàng)意，否則就得支付一大筆錢或者面臨起訴。Reading HIf you want an example, look at the IT creativity that exists in the Asian region. It is probably safe to say that a lot of coders and IT creators cut their teeth on at least some pirated software. Those people now have skills that are invaluable in the modern economy. What if they had been forced to pay the “market price” for legitimate products? They would have been priced out of learning and practising their skills. Thered be fewer people who could innovate in technology. Wed all be worse off except for the copyright holders!Key Words:coder: Someone who writes codes for computer programscut ones teeth (on something): To get your first experience in a particular job by doing something參考譯文：如果要找個(gè)例子，那就看看亞洲在信息技術(shù)方面的創(chuàng)造力?？梢哉f，許多程序員和工程師或多或少都使用過一些盜版軟件，以此磨煉技術(shù)。這些人如今擁有的技術(shù)對現(xiàn)代經(jīng)濟(jì)社會(huì)是不可或缺的。假設(shè)他們不得不支付“市場價(jià)”來使用正版軟件呢？他們肯定無力承受，從而失去學(xué)習(xí)的機(jī)會(huì)。那樣的話，在技術(shù)領(lǐng)域能夠創(chuàng)新的人就會(huì)更少。所有人的生活都將變得更糟糕除了知識(shí)產(chǎn)權(quán)的擁有者！Reading ITheres a reason Ive put “market price” in scare quotes. Heres IPs dirty little secret IP is anti-free market. If youve ever read the finance pages of a newspaper, youll know that protectionist measures like import tariffs are considered bad for economies because they distort free market prices. But intellectual property rights distort free market prices as well, and by a lot more than things like tariffs do. Think about it: if it is wrong to double market prices by imposing a tariff on a particular good, why is it acceptable to increase prices tenfold on the basis of an intellectual property right? It is well known that things like software and pharmaceuticals are many, many times more expensive when protected by IP rights than when subjected to competition in the free market. If it is good for the free market to determine prices and economists say it is then surely intellectual property rights in their current form must go.Key Word:tariff: a tax the government charges on goods that enter or leave their country參考譯文：“市場價(jià)”被我打了引號是有原因的。知識(shí)產(chǎn)權(quán)有個(gè)骯臟的小秘密：知識(shí)產(chǎn)權(quán)不參與自由市場競爭。如果你讀過報(bào)紙的財(cái)經(jīng)版，你會(huì)知道像進(jìn)口關(guān)稅這樣的保護(hù)主義政策對經(jīng)濟(jì)不利，因?yàn)樗麄兤茐牧俗杂墒袌鰞r(jià)格。但是知識(shí)產(chǎn)權(quán)同樣破壞自由市場價(jià)格，而且程度上要嚴(yán)重得多。想想看，如果對某樣商品征收關(guān)稅并使其市場價(jià)格提高一倍是不對的，那么為什么以知識(shí)產(chǎn)權(quán)的名義讓價(jià)格變成十倍就被認(rèn)可了呢？眾所周知，當(dāng)受到知識(shí)產(chǎn)權(quán)保護(hù)而不是任其在自由市場中競爭時(shí)，軟件和藥品這類產(chǎn)品的價(jià)格要高上許多倍。經(jīng)濟(jì)學(xué)家說讓自由市場決定價(jià)格大有益處，如果是這樣，現(xiàn)行的知識(shí)產(chǎn)權(quán)保護(hù)制度必須改變。Reading JSo next time you hear intellectual property rights justified in terms of innovation, try this little translation to get the real meaning: “In fact, I dont mind less innovation, just so long as I can buy a new Porsche. Would you and your friends be kind enough to pay for it?”參考譯文：所以下次你聽到有人以創(chuàng)新的名義大談知識(shí)產(chǎn)權(quán)時(shí)，轉(zhuǎn)轉(zhuǎn)腦子，你就會(huì)明白他的真實(shí)意圖：“實(shí)際上，我才不管有沒有創(chuàng)新，只要我能買新款保時(shí)捷就行了。你們能不能為我付錢？”Reading-Understanding the TextPart A: Comprehending the TextAnswer the following questions.1.Texts 1 and 2 have no titles. To give Text 1 a title, tick the answer and then write your chosen title on the line provided at the beginning of Text1:Stealing in Southeast AsiaMarketing Western Products in Southeast AsiaCopyright Abuse in Southeast AsiaThe Heavy Cost of Investing in Southeast AsiaNow do the same for Text 2.Making Ideas Available to AllInnovation and ProtectionThe Truth About Market ShareThe Problems with Intellectual Property Rights2. What kinds of arguments are presented in the two texts?balanced argumentsobjective argumentsdefensive argumentsone-sided arguments3. Read the first text again quickly to decide what kind of organization it blem example of problem example of problem solution to problemcause effect cause effectproblem comparison contrast solution to problemsituation explanation of situation argument argument4. Now read the second text again quickly to decide what kind of organization it blem example of problem example of problem solution to problemcause effect cause effectproblem comparison contrast solution to problemsituation explanation of situation argument argument5. Why is the author of the first texts attitude to Southeast Asia so negative? Complete the sentence.The authors attitude is very negative, because some Asian countries insisted on receiving full details of imported production processes, which they could then use to copy and sell the products of these processes.6. Why is the author of the second texts attitude to intellectual property rights so negative? Complete the sentence.The authors attitude is negative because protecting intellectual property slows down innovation.Part B: Identifying Main PointsEach of the ten statements below contains information given in one of the sections in the text. Each section is marked with a letter. Identify the section from which the information is derived. More than one statement may refer to the same section.1. International companies need to maintain copyright checks to safeguard their products.2. Protecting IP could ensure that computer skills will become restricted to the privileged classes.3. Forcing Western companies to share the details of their technology or product facilitated copyright piracy.4. It is likely that many people working in IT have used pirated software.5. Copyright laws help to protect a companys investment in research and development.6. Sharing ideas is important for innovation.7. Copying blueprints and recipes illegally is the same as stealing tangible property.8. Copyright laws may hinder innovation.9. Copyright laws can have a negative effect on the economy.10. There are always people who will try to exploit someone elses research.Part C: Selecting Best ChoicesThe paragraph on Page 19 has been taken from the text but includes ten blanks. You are required to select one word or expression for each blank from a list of words in the word bank provided. You may not use any of the words in the word bank more than once.Word BankA) corporationB) correctC) counterfeitD) facilityE) genuineF) importantG) incorrectH) injectedI) innumerableJ) laboratoryK) productL) proclaimedM) respectedN) soleO) theftThere are _I_ examples of such copyright _O_ from the past. The American chemical _A_, Du Pont, for example, introduced into one Asian country its famous Londax _K_, which kills weeds in rice fields. The company had invested millions of dollars in the research and development of this product, and _H_ another US$25 million into opening a local production _D_.Word BankB) correctC) counterfeitE) genuineF) importantG) incorrectJ) laboratoryL) proclaimedM) respectedN) soleLess than one year afterwards, however, very cheap bottles of a fake Londax were openly on sale. The _N_ difference between the _C_ and _F_ items other than the price was that the fake was called Rondex and came in a blue rather than green bottle. However, as it was so much cheaper than the original, it effectively destroyed Du Ponts investment. It also made the company much less willing to invest in R&D (research and development) of new chemicals. The “recipe” for Londax should have been _M_ as the intellectual property of Du Pont. For another company to make unauthorized use of it was stealing, just as surely as if they had stolen Du Ponts machines or any other physical property.Developing Your SkillsPart A: Text StructuresWe will now examine the organization of the two texts in a little more detail. The basic organization of the texts is given in the left-hand columns of the tables below and on Page 20. Your task is to complete the brief notes in the right-hand columns to illustrate the organizational points.Text 1:problemAmerican and European products and production processes were widely copied in Southeast Asia and this cost companies a lot of moneyexample of problemthe herbicide _Londax_ was copied and sold very cheaply as _Rondex_example of problemthe breakfast cereal, kelloggs cornflakes, was copied asKongal Cornstripssolution to problemlocal laws should be changed to protect companies intellectual property rights and if this fails companies should employ more inspectors to check for copyright abuseText 2:situationintellectual property rights exist to protect and encourageinnovationexplanation of situationhowever, innovation is a collaborative process, and protecting intellectual property slows this downargumentwithout pirated software, many coders and IT creators would not have been able to develop their skillsargumentintellectual property rights are used to drive pr