The Dilution of Culture and the Law of Trademarks

@inproceedings{Assaf2009TheDO,
  title={The Dilution of Culture and the Law of Trademarks},
  author={Katya Assaf},
  year={2009}
}
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… CONTINUE READING

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