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International Studies in Phenomenology and Philosophy

Book | Chapter

203462

A multimodal social semiotic approach to shape in the forensic analysis of trademarks

Christian Mosbæk Johannessen

pp. 283-306

Abstract

This chapter addresses the lack in explicative power of the forensic ­analysis of trademarks in the assessment of likelihood of confusion between colliding trademarks faced with cases in which the stylistic rendition of the marks is the ­decisive factor. The chapter analyses the assessment of likelihood of confusion and concludes that legal doctrine regards the event of trademark perception as mainly psychological. The chapter proceeds to examine the productivity of regarding the event as social as well and proposes a grammatical approach to describing the ­stylistic rendition of trademarks.

Publication details

Published in:

Wagner Anne, Sherwin Richard K (2014) Law, culture and visual studies. Dordrecht, Springer.

Pages: 283-306

DOI: 10.1007/978-90-481-9322-6_14

Full citation:

Mosbæk Johannessen Christian (2014) „A multimodal social semiotic approach to shape in the forensic analysis of trademarks“, In: A. Wagner & R.K. Sherwin (eds.), Law, culture and visual studies, Dordrecht, Springer, 283–306.