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.
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.
Laura R Oswald, Marketing Semiotics
NA - Advances in Consumer Research Volume 46 | 2018
Featured papersSee More
Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA
G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
The Psychology of Fun: Inquiry into Consumers' Fun Experiences
Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA