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Magical Thinking in Trademark Law

Published online by Cambridge University Press:  27 December 2018

Katya Assaf
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Abstract

People in all societies have a tendency toward magical thinking. This human inclination is extensively exploited by modern advertising, which routinely suggests that consuming goods will make us successful, happy, and fulfilled. In this article, I suggest that such advertising creates a system of beliefs resembling a totemic religion. In this religion, brands perform the role of sacred objects.

Trademark law initially aims at preventing consumer confusion. Yet, today, famous trademarks are extensively protected against nonconfusing associations. I argue in this article that this broad protection is based on magical thinking. Pointing out the parallels between the laws of magic and trademark doctrines, such as the doctrine of dilution, I suggest that famous marks are legally treated as magical, sacred objects. This legal approach amounts to endorsing the commercial religion of brands.

Type
Articles
Information
Law & Social Inquiry , Volume 37 , Issue 3 , Summer 2012 , pp. 595 - 626
Copyright
Copyright © American Bar Foundation, 2012 

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