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- W3123142955 abstract "=l023930 (last visited Jan. 15, 2008). 23. 4 MCCARTHY, supra note 7, § 23:58. 24. Bartow, supra note 18, at 817 ([C]ourts should consistently embrace something along the lines of the ' careful purchaser,' with the approximate purchasing sophistication of the judge deciding the issue-a creature far more intelligent and discerning than the consumers currently manifest in trademark jurisprudence.). 786 SAINT LOUIS UN IVERS flY L4 W JOURNAL [Vol. 52:781 beings able to make judgments for themselves in the vast majority of cases. Rather, the point is that as we teach students trademark law, we should remind them that, as in tort law, the reasonable person is a judicial construct-one purportedly based on empirical evidence, but a construct nonetheless? There are different ways one might sensitize students to the multiple consumers for whom the reasonable is a proxy. One way might be to take advantage of Rebecca Tushnet' s tremendous database of audiovisual materials, described elsewhere in this issue, to assist students in engaging with these marks in ways different from their own experience. Given, as Barton Beebe has discovered, that the similarity of the marks is one of the most important factors in a judicial finding of confusion, it would seem important for students (and courts) to consider the aspects of the reasonably prudent that might cause that consumer to think that two marks are similar or dissimilar. If, as is often the case, courts look to a consideration of sound, sight, and meaning to determine whether two marks are similar, we might want to help students to consider to what degree there is variation in how consumers engage with trademarks in these three respects." @default.
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- W3123142955 title "The Reasonable Person in Trademark Law" @default.
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