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- W1497116816 abstract "The cultural meaning of a trademark is built up by creating associative links between the mark and various positive cultural signs such as freedom, youth and happiness. This article argues that these links are reciprocal. That is, while the trademark begins to carry some of the meaning of the cultural signs it has been linked to, these cultural signs also absorb some of the meaning of the mark. This article develops a semiotic model, which helps to analyze the flow of meaning from non-commercial cultural signs into trademarks and from trademarks into other contexts. It argues that, by protecting the cultural meaning of trademarks, the legal system encourages the commercialization of culture and reinforces the dominance of consumer culture in our society." @default.
- W1497116816 created "2016-06-24" @default.
- W1497116816 creator A5042495835 @default.
- W1497116816 date "2008-01-01" @default.
- W1497116816 modified "2023-09-26" @default.
- W1497116816 title "THE DILUTION OF CULTURE AND THE LAW OF TRADEMARKS" @default.
- W1497116816 hasPublicationYear "2008" @default.
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