LINGUISTIC EXPERTISE IN ASCERTAINING THE DISTINCTIVENESS OF A TRADE NAME («SMART CREAM» CASE STUDY)

Keywords: intellectual property, linguistic expertise, trademark, discourse

Abstract

The article discusses practical aspects of using special linguistic knowledge to analyse trade names. In particular, it shows how various kinds of linguistic knowledge can be employed in debates on ascertaining the distinctiveness of a trade name, with linguistic expertise being a tool of proof, which is due to the extralegal nature of the problem of ascertaining the presence/absence of the distinctiveness of some trade names. The problem is linked to the matters of cross-language interaction (calquing; impact of a foreign language on discursive practice et cetera), as well as to the processes of terminologisation and eponymisation. The case study of the «smart cream» collocation, which is widely used in the modern cosmetics discourse, shows the analysis procedure for names consisting of several elements, one of which has become a vernacular reference to a certain class of products.

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DOI:https://doi.org/10.14258/leglin(2017)609

Author Biography

Yulia Donskova, St. Tikhon's Orthodox University

Candidate of Philology, Senior Lecturer of Department of History and Theory of the Literature

donskova.expert@yandex.ru

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Published
2017-12-08
How to Cite
Donskova, Y. (2017). LINGUISTIC EXPERTISE IN ASCERTAINING THE DISTINCTIVENESS OF A TRADE NAME («SMART CREAM» CASE STUDY). Legal Linguistics, (6 (17), 79-88. https://doi.org/10.14258/leglin(2017)609
Section
Forensic Linguistics