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



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