Exposing the Lie Beneath Hypertext Marketing: Implications For Trademark Violation

Hypertext communication exploits the essentially ambivalent nature of signs by freeing meaning and subject-address from their anchor in the communication context. The case illustrates how semiotic analysis embedded trademarked language in historical context and proved Playboy's claim to the Playboy name.



Citation:

Laura R Oswald (2018) ,"Exposing the Lie Beneath Hypertext Marketing: Implications For Trademark Violation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 0-0.

Authors

Laura R Oswald, Marketing Semiotics



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

The Anchoring Effects of Temperature Cues on Price Valuations

Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.