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3 Identification of Maori signs
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3.1 Identification of Maori words
3.1.1 Maori alphabet
The Māori alphabet consists of 13 letters and two digraphs.
Letters:
A, E, H, I, K, M, N, O, P, R, T, U, W
Digraphs:
NG, WH
3.1.2 Features of Maori words
Vowels
All Māori words end with a vowel. Long vowels are signaled by either repeating the vowel or by placing a macron above the vowel.
e.g. aa or ā
A vowel can be preceded or followed by another vowel, consonant or digraph. A digraph never forms the end of a word.
e.g. ao, āwhina, ingoa, iwi, ngutu, umere, whio
Digraphs
A digraph, unless at the start of a word, is always preceded and followed by a vowel.
e.g. āwhina, ngārara, taonga, wheke
Consonants
A consonant, unless it is at the beginning of a word, is always preceded or followed by a vowel.
e.g. atua, ētahi, hinaki, kereru, taua
3.1.3 Dialect
There are a number of dialects in te reo Māori.
Some examples of variations in pronunciation are Kai Tahu’s use of `k’ instead of `ng’ (e.g. raki for rangi, tākata for tāngata) or Tuhoe’s use of `n’ (e.g. rani, rangi). Taranaki descendants replace `h’ with a catch in the throat called a glottal stop (e.g. `aere for haere, or mi’i for mihi).
3.1.4 Reference resources - Maori language - Te Reo Māori resources
A. W. (Alexander Wyclif) Reed, The Reed Dictionary Of Māori Place Names: Te Papakupu Ingoa Wāhi Māori (3 ed, Reed, Auckland NZ, 1996). ISBN 0790004941 (pbk).
Bruce Biggs, The Complete English-Māori Dictionary (Auckland University Press, Auckland NZ, 1981). ISBN 0196479894 (hbk).
Bruce Biggs, English-Māori, Māori-English Dictionary (Auckland University Press, Auckland NZ, 1990). ISBN 1869400569 (pbk).
David Karena-Holmes, Māori Language: Understanding The Grammar/Te Reo Māori: He Whakamārama Wetenga Reo (Reed Books, Auckland NZ, 1997). ISBN 0790005727 (pbk).
English-Māori Word Translator, Otago University at: http://kel.otago.ac.nz/translator/ .
H M Ngata, Whai Ngata, English-Māori Dictionary (Learning Media, Wellington NZ, 1993). ISBN 0478058454 (pbk).
Available online at http://www.learningmedia.co.nz/ngata/index.html.
Herbert W Williams, A Dictionary Of The Māori Language (Government Printer, Wellington NZ, 1971).
K T Harawira, Karetu T S, Teach Yourself Māori (Reed, Auckland NZ, 1994). ISBN 0790003252 (pbk).
Kimikupu Hou Database, New Zealand Council For Educational Research, Te Rūnanga o Aotearoa mō te Rangahau i te Mātauranga at:
http://www.nzcer.org.nz/search/kimikupu.htm (covers the most current and technical Māori words).
P M Ryan, The Reed Dictionary Of Modern Māori (Reed, Auckland NZ, 1997).
ISBN 0790005913 (hbk).
Pita Cleave, Katarina Mataira, Rangimarie Rose Pere, E C Parnwell, Oxford Māori Picture Dictionary He Pukapuka Kupuāhua Māori (Oxford University Press, Wellington NZ, 1978). ISBN 0195580281 (pbk).
Te Taura Whiri i te Reo Māori, Māori Language Commission, Te Matatiki: Contemporary Māori Words (Oxford University Press, Auckland NZ, 1996). ISBN 0195583418 (pbk).
Te Taura Whiri i te Reo Māori, Māori Language Commission, Te Matatiki: Ngā Kupu Hou a Te Taura Whiri i te Reo Māori (Te Taura Whiri i te Reo Māori, Māori Language Commission, Wellington NZ, 1992). ISBN 0908878052 (pbk).
Te Taura Whiri i te Reo Māori, Māori Language Commission, Ngā Kupu Hou 1 Ngā Hākinakina (1) (Te Taura Whiri i te Reo Māori, Māori Language Commission, Wellington NZ, 1990). ISBN 0908878001 (pbk).
Te Taura Whiri i te Reo Māori, Māori Language Commission, Ngā Kupu Hou 2 Ngā Hākinakina (2) (Te Taura Whiri i te Reo Māori, Māori Language Commission, Wellington NZ, 1991). ISBN 0908878036 (pbk).
Te Taura Whiri i te Reo Māori, Māori Language Commission, Māori For The Office (Te Taura Whiri i te Reo Māori, Māori Language Commission, Wellington NZ, 1990). ISBN 0908878028 (pbk).
Wakareo ā-ipurangi (Wakareo ā-ipurangi is a compilation of a large number of separate Māori-English and English-Māori online dictionaries, lexicons, and word-list resources - compiled, organised and maintained by Wordstream Corporation Ltd - Te Tokapū Whakairo Kupu) (subscription required) http://www.reotupu.co.nz .
3.2 Identification of Maori imagery
The two most distinctive features of Māori imagery are:
- curvilinear designs as depicted in tā moko (tattooing), kowhaiwhai (rafter patterns) and whakairo (carving);
- rectilinear designs as depicted in tukutuku (ornamental) paneling or taniko (embroidery).
The following are examples of marks that contain Māori imagery that may have been acceptable for registration at one time, but would be unlikely to be acceptable today.
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| Goods: "butter" (1893) | Goods: "ale and stour" (1914) |
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| Goods: “Worcester sauce, pickles and chutney” (1927) |
Goods: “cigarettes” (1931) |
3.2.1 Vienna classification
Where a sign contains an image, the image classified according to the Vienna Classification. The Vienna Classification system is a numbering system developed by the World Intellectual Property Organization to describe trade mark representations. The system aids in effective searching of trade marks which consist of, or contain, pictorial representations, words presented in a special form, ornamental motifs or other figurative elements1.
IPONZ has supplemented the WIPO Vienna Descriptors by adding descriptors that are specific to New Zealand images. Where a sign contains Māori imagery, appropriate New Zealand specific descriptors will be assigned.
Examiners use the classification as a guide to assist in determining whether or not the device under consideration could be a Māori device.
The New Zealand specific descriptors are:
53.1 Maori
53.1.1 Moko (tattooing) (See also 2.1.1, 2.1.25, 2.3.1 and 2.3.25)
53.1.2 Kowhaiwhai (curvilinear design) (See also 25.7.1)
53.1.3 Tukutuku (rectilinear design) (See also 25.7.3 and 25.7.23)
53.1.4 Whakairo (carving) (See also 2.1.1, 2.1.22, 2.3.1 and 2.3.22)
53.1.5 Tiki (See also 4.5.5)
53.1.20 Other Māori
53.2 Flora
53.2.1 Fern (Does not include silver fern, see 53.2.2) (See also 5.1)
53.2.2 Silver fern (See also 5.3.7, 5.3.13 and 5.3.14)
53.2.3 Flax (See also 5.1)
53.2.4 Kauri (See also 5.1)
53.2.5 Kowhai (See also 5.1 and 5.5)
53.2.6 Pohutukawa (See also 5.1 and 5.5)
53.2.7 Nikau (See also 5.1)
53.2.8 Ti Tree (Cabbage tree) (See also 5.1.30)
53.2.20 Other flora
53.3 Fauna
53.3.1 Tuatara (See also 3.11.23)
53.3.2 Weta (See also 3.13.23)
53.3.10 Fantail / Piwakawaka (See also 3.11.23)
53.3.11 Huia (See also 3.7.21)
53.3.12 Kiwi (See also 3.7.21)
53.3.13 Moa (See also 3.7.21)
53.3.14 Tui (See also 3.7.21)
53.3.30 Other fauna (See also 3.7.21)
53.4 Other New Zealand
53.4.1 NZ map (Any of North, South, Stewart or combination) (See also 1.17.6)
53.4.2 NZ flag (See also 24.7.1)
53.4.3 Aoraki (Mt Cook) (See also 6.1.2 and 6.1.4)
53.4.4 Taranaki (Mt Egmont) (See also 6.1.2 and 6.1.4)
53.4.20 Other
Footnote
1 See Introduction Guidelines.
3.2.2 Reference resources - Maori art - Toi Māori resources
D R Simmons, Tā Moko: The Art Of Māori Tattoo (Reed Books, Auckland NZ, 1986). ISBN 0474000443 (pbk).
David Simmons, Whakairo: Māori Tribal Art (Oxford University Press, Auckland NZ, 1994). ISBN 0195581199 (pbk).
Hans Neleman, Moko Māori Tattoo (Edition Stemmle, Zurich, c1999). ISBN 3908161967.
Janet Davidson, D C Starzecka, Ngahuia Te Awekotuku, Māori: Art And Culture (D. Bateman, in association with British Museum Press, Auckland NZ, 1996). ISBN 186953302X.
J H (John Henry) Menzies, Māori Patterns Painted And Carved (Hagley Press, Christchurch NZ, 1975).
Māori art and graphics at: http://winson.maoriart.net/index.html (examples of Māori art and graphics).
Māori art at: http://www.maoriart.org.nz/; http://www.maoriart.net/; http://www.artmaori.com/; http://www.humboldt.edu/~rwj1/mauri.html; http://www.americanpentimento.com/art.htm#NZ (links, examples and information regarding Māori art).
Mick Pendergrast, Raranga Whakairo Māori Plaiting Patterns (Coromandel Press, Coromandel NZ, 1984). ISBN 0908632959 (pbk).
Pita Graham, Māori Moko Or Tattoo (Bush Press, Auckland NZ, 1994). ISBN 0908608632 (pbk).
Sandy Adsett, Chris Graham, Rob McGregor, Kōwhaiwhai Arts (Education Advisory Service - Art & Design, Tauranga NZ, 1992). ISBN 0477015999 (pbk).
Sidney M Mead, The Art Of Māori Carving (Reed, Auckland NZ, 1961). ISBN 079000366X (pbk).
Tā Moko at: http://www.tamoko.org.nz/ (examples and information regarding Tā Moko, Traditional Māori tattooing).
Terence Barrow, An Illustrated Guide To Māori Art (Reed, Auckland NZ, 1995). ISBN 0790004100 (pbk).
W J (William John) Phillipps, Māori Rafter And Taniko Designs (Harry H. Tombs, Wellington NZ, 1960).
3.3 Maori customary concepts
Māori attribute spiritual and cultural significance to certain words, images and locations. It is necessary to have some understanding of Māori culture and protocols to avoid offence. This includes, for example, an understanding of tapu and noa, perhaps some of the most complex of Māori concepts to understand.
“Tapu” is the strongest force in Māori life. It has numerous meanings and references. Tapu can be interpreted as "sacred", or defined as "spiritual restriction" or "implied prohibition", containing a strong imposition of rules and prohibitions. A person, object or place, which is tapu, may not be touched or come into human contact. In some cases, not even approached.
“Noa”, on the other hand, is the opposite of tapu and includes the concept of common; it lifts the "tapu" from the person or the object. Noa also has the concept of a blessing in that it can lift the rules and restrictions of tapu.
Māori consider “rangatira (chief)” and “whakairo (carving)” to be tapu and “food” or “cigarettes” to be noa. Therefore the association of the chief and carving devices (above) in relation to the specified goods, namely “Worcester sauce, pickles and chutney”, “butter”, “cigarettes” and “ale and stout” may be considered culturally offensive and inappropriate to a significant number of Māori. That is, to associate something that is extremely tapu with something that is noa signifies an attempt to lift the tapu of the rangatira and whakairo – and therefore appears offensive.
3.3.1 Māori customary concepts - Tikanga Māori resources
Anne Salmond, Hui: A Study Of Māori Ceremonial Gatherings (A. H. & A. W. Reed, Wellington NZ, 1975).
Angela Ballara, Iwi: The Dynamics Of Māori Tribal Organisation From c.1769 To c.1945 (Victoria University Press, Wellington NZ, 1998). ISBN 0864733283 (pbk).
Cleve Barlow, Tikanga Whakaaro: Key Concepts In Māori Culture (Oxford University Press, Auckland NZ, 1991). ISBN 0195582128 (pbk).
Elsdon Best, The Māori As He Was: A Brief Account Of Māori Life As It Was In Pre-European Days (Government Printer, Wellington NZ, 1974).
Elsdon Best, Māori Religion And Mythology: Being An Account Of The Cosmogony, Anthropogeny, Religious Beliefs And Rites, Magic And Folk Lore Of The Māori Folk Of New Zealand. (Government Printer, Wellington NZ, 1976-1982). ISBN 0909010360.
J Patterson, Exploring Māori Values (Dunmore Press, Palmerston North NZ, 1992). ISBN 0864691564 (pbk).
James Irwin, An Introduction To Māori Religion: Its Character Before European Contact And Its Survival In Contemporary Māori And New Zealand Culture (Australian Association for the Study of Religions, Bedford Park Sth Australia, 1984). ISBN 0908083114 (pbk).
Michael King, Te Ao Hurihuri: Aspects of Māoritanga (Reed, Auckland NZ, 1992). ISBN 0790002396 (pbk).
Michael P Shirres, Te Tangata: The Human Person (Accent Publications, Auckland NZ, 1997). ISBN 0958345414 (pbk).
Peter Henry Buck, The Coming Of The Māori (Māori Purposes Fund Board, Wellington NZ, 1950).
R J Walker, Ka Whawhai Tonu Matou: Struggle Without End (Penguin Books, Auckland NZ, 1990). ISBN 0140132406 (pbk).
Sidney M Mead, Customary Concepts Of The Māori: A Sourcebook For Māori Students (Dept. of Māori Studies, Victoria University of Wellington, Wellington NZ, 1984).
Sidney M Mead, Neil Grove, Ngā Pepeha A Ngā Tipuna: The Sayings Of The Ancestors (Victoria University Press, Wellington NZ, 2001). ISBN 0864733992 (hbk).
Rangimarie Rose Pere, Ako: Concepts And Learning In The Māori Tradition (Dept. of Sociology, University of Waikato, Hamilton NZ, 1982). ISBN 0959758348 (pbk).
3.3.2 General
Aroha Te Pareake Mead, Ngā Tikanga, Ngā Taonga - Cultural And Intellectual Property: The Rights Of Indigenous Peoples (Research Unit for Māori Education, University of Auckland, Auckland NZ, 1994).
Māori Trade Mark Focus Group, Ministry of Commerce (Now Ministry of Economic Development), Māori and Trade Marks: A Discussion Paper (Ministry of Commerce, Wellington NZ, 1997). ISBN 0478003803 (pbk).
Margaret Rose Orbell, The Illustrated Encyclopedia Of Māori Myth And Legend (Canterbury University Press, Christchurch NZ, 1995). ISBN 0908812450 (hbk).
Online White Pages at: http://www.whitepages.co.nz.
Puna Web Directory Māori Subject List at: http://webdirectory.natlib.govt.nz/dir/en/nz/maori/
(a selection of sites with a high level of Māori content).
Tuhi Tuhi Communications, Takoa 2002ad Te Aka Kumara O Aotearoa: A Directory Of Māori Organisations And Resource People (Tuhi Tuhi Communications, Auckland NZ, 2002). ISBN 0473085623 (pbk).
Wises Publications Limited, Discover New Zealand: A Wises Guide (Wises Publications, Auckland NZ, 1994).
