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Sensorium®: The Splash of Sensory Trademarks

Published online by Cambridge University Press:  25 June 2019

Charlene Elliott Open the ORCID record for Charlene Elliott [Opens in a new window]
Charlene Elliott*
Affiliation:
Professor of Communication and Canada Research Chair in Food Marketing, Policy and Children’s Health Department of Communication, Media and Film Faculty of Arts, University of [email protected]
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Abstract

Sensory trademarks present a compelling case in which to explore the senses as “containers of possibility,” and this article explores the emergence and logic of sensory trademarks from a legal and marketers’ perspective. Using sensory trademark cases from the United States, I suggest that the current socio-legal environment opens a conversation about what I would call sensory capitalism—the monetization of the senses rather than the propertization of the senses—that requires intellectual property law to properly function. I argue that the sensory model espoused by the trademarking of the senses is one of the mass sensorium, whereby the “audience” universally recognizes marks as designating a particular source or origin of goods. The mass sensorium offers something quite novel, however, because embedded in it is the (corporate) promise of a lingua franca that valorizes all of the senses and generates a type of mediated affect that is shared.

Résumé

Les marques de commerce sensorielles sont des concepts intéressants aux fins d’une exploration des sens en tant que « conteneurs de possibilités ». Le présent article explore l’émergence et la logique des marques de commerce sensorielles du point de vue juridique et dans une perspective de commercialisation. En se fondant sur des cas étatsuniens de marques de commerce sensorielles, l’auteur suggère que l’environnement sociojuridique actuel ouvre une discussion sur ce que l’on pourrait appeler le capitalisme sensoriel—soit la monétisation des sens plutôt que l’appropriation des sens—ce qui nécessite le respect du droit de la propriété intellectuelle. L’auteur soutient que le modèle sensoriel adopté par la commercialisation des sens constitue un des sensoriums de masse, selon lequel le « public » reconnaît universellement que les marques désignent une source ou une origine particulière de produits. Le sensorium de masse offre cependant quelque chose de tout à fait novateur dans la mesure où il se base sur la promesse (entrepreneuriale) de lingua franca valorisant tous les sens et générant un type d’affect médiatisé et socialement partagé.

Keywords

trademarksensory markssensesnon-traditionalmonetizationintellectual propertymarketingsmellmediacapitalismUnited StatesCanadamarquemarques de commerce sensoriellessensnon traditionnelmonétisationpropriété intellectuellemarketingcommercialisation
Type
Articles
Information
Canadian Journal of Law and Society / La Revue Canadienne Droit et Société , Volume 34 , Special Issue 2: Vers une déstabilisation du sensorium du droit: Étude de la jurisprudence des sens / Troubling Law’s Sensorium: Explorations in Sensational Jurisprudence , August 2019 , pp. 243 - 259
Copyright
Copyright © Canadian Law and Society Association / Association Canadienne Droit et Société 2019 

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Footnotes

*

The author would like to thank the anonymous reviewers and the editor of CJLS for their thoughtful feedback on this manuscript, and guest editor David Howes for his excellent advice, thoughtful feedback and the opportunity to be part of this special issue. The author would also like to thank all of the participants of the Othered Senses conference, who provided thoughtful critiques and commentary on the first draft of this paper, as well as the Social Sciences and Humanities Research Council for funding in support of this project. Research for this article was funded by a SSHRC Insight Grant [no. 435-2015-1916].

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