Protecting Copyright

Having finished her homework, Ma Li wants some music. As usual, she starts her computer and goes to Baidu.com to download music files. But this time she is surprised when an announcement about protecting songs’ copyright bursts onto the screen. The age of free music and movie downloads may have come to an end as Web companies like Baidu are accused of pirating copyright. Lawsuits have been filed against four websites offering free downloads. In September 2005, a Beijing court ordered Baidu to pay recording company Shanghai Push compensation for their losses. Baidu was also told to block the links to the pirated music on the website. This caused a heated discussion on Interact file sharing.

“Baidu’s defeat in the lawsuit shows it is not right to get copyrighted songs without paying. Down loaders may face lawsuits or fines,” said an official.

Like many teens, Huang Ruoru, an 18-year-old girl from Puning in Guangdong Province, doesn’t think that getting music from websites is wrong. She always shares her favourite songs downloaded from Baidu with her friends. When told about the lawsuit, she began to feel a little guilty about obtaining others’ work without paying.

However, other teenagers have different ideas. Wang Yafei, a Senior 2 girl from Jinan, Shandong Province pointed out that file sharing is a good way to promote pop singers. “If I download a song and really like it, I will buy the CD,” she said. “So what the recording companies really should concentrate on is improving their music, rather than pursuing file-sharers.”

1.Which of the following best describes the passage?

A. Downloading material can be illegal.

B. Music on the Internet is of better quality.  

C. It’s good to get free music on the Internet.

D. Baidu is a popular web company.

2.The four web companies were put to court because ________.

A. they got copyrighted songs without paying    

B. they make copyrighted files for free downloads

C. they downloaded copyrighted music for people

D. they offer free music on line

3.How do some of the teenagers feel while downloading free music after the lawsuit?

A. A bit guilty. 　                      B. A little sad.  　   

C. Extremely angry. 　                  D. Awfully sorry.

4.What’s the advantage of file sharing for recording companies?

A. Getting more money from web companies.  

B. Making pop singers more popular.

C. Helping to improve the music.           

D. Enabling people to download favorite songs.

5.It can be inferred from the text that _________.

A. Web companies are still ignoring the copyright laws.

B. Teenagers haven’t got money to buy CDs.

C. Teenagers are probably still downloading free music.

D. Teenagers prefer CDs with copyright to pirated music.

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Traditionally, customers may consider more about what they buy the product for. However, the image of product and the consuming circumstance have become the key points to attract customer awareness and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into an increasingly important role. The image of product is emphasized, as well as the communication between products and consumers. “Customer behavior, which appears to be focused and directed at the object and at pleasure, in fact responds to quite different objectives: displaced expression of desire, and the production of a code of social values through the use of differential signs”(Baudrillard) . The reason for image-oriented customer behavior is probably that customers’ lifestyle has been continuously virtualized by paying much attention to “Virtual Reality”. The evidences can be traced from computer games and Hollywood movies, in which customers’ preference for fleeing reality is perfectly matched.

This change requires us to take efforts to enhance product image by integrating style, color, taste, shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable them to enjoy the distinctive experience image brings. “A need is not a need for a particular object as much as it is a ‘need’ for difference” (Baudrillard). The typical example is Apple Computer’s IMAC, which has strong visual impact and outstanding dynamics. By this way, customer relationship can be set up through image, and brand can be treated as living that can transform people. Other examples commonly used are Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum, consumption is negotiation, a never-ending conversation held in the languages of advertising, packaging, branding, fashion, and entertainment.

More Attention to the Image of Product