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1、DoNotDelete12/15/201010:02PMTHEGRAMMAROFTRADEMARKSby∗LauraA.HeymannHowdopeopletalkwhentheytalkabouttrademarks?Iftrademarkshavebecome,aslinguistGeoffreyNunbergsuggests,our“newglobaltongue,”perhapsweshouldpaygreaterattentiontothegrammarweusewhenwetalkaboutthem.Weuse“Coke”torefertotheCoca-Col
2、abeverageintheNorth,and“coke”torefertoanykindofsodaintheSouth,yetwestillmanagetogetthedrinkswedesire.Weusetrademarksasverbs—we“xerox”adocumentor“tivo”atelevisionprogram—withoutlosingsightofthefactthat“Xerox”and“TiVo”arebrandsofparticularproducts.Weusetrademarksasmetaphorandasslang—“Kleenex
3、,”forexample,hasbeenusedasstreetlanguageforecstasy—withoutchangingouropinionoftheproductstowhichtheyrelate.Andyet,likeoverlyacademicgrammarians,courtsandtrademarkownersoftenrelyonlinguisticstructuresandrulesintrademarklaw,tellingconsumershowtouseandpronouncethenamesofproductsandserviceswit
4、hwhichtheyengageanddefiningrightsbasedonoutmodedassumptionsaboutconversationsaroundbrands.Thus,aswiththedebateovertheproperroleofdictionaries,trademarklawmightbenefitfromamoredirectconsiderationofitsroleincreatinglanguage—inotherwords,whetheritshouldbeprescriptive(anddefineproperwordusage)
5、ordescriptive(andreflectcommonwordusage).Incorporatinglinguistictheoryonlanguageformationhelpstobeginthisinquiry.I.INTRODUCTION.......................................................................1314II.HOWLANGUAGEDEVELOPS:PRESCRIPTIVISTVERSUSDESCRIPTIVISTAPPROACHES......................
6、..........................1322III.THELANGUAGEOFTRADEMARKS.......................................1329A.Rule#1:TrademarksMayNotBeUsedMetaphorically.............1330B.Rule#2:TrademarksShouldNotAppearinLowercase..............1337©LauraA.Heymann2010.∗AssociateProfessorofLaw,CollegeofWilliam&Mar
7、y—Marshall-WytheSchoolofLaw.ManythankstoMarkBadger,RobertBrauneis,TrotterHardy,GuyHeath,SusanMandiberg,PaulMarcus,JosephScottMiller,CarlaOakley,StephenScharf,JessicaSilbey,GeraldTschura,RebeccaTushnet,andtheparticipantsatthe“WhoIstheReasonablePerson?”symposium
