Syugo Hotta and Masahiro Fujita
This article examines distinctiveness in a trademark from a psycholinguistic perspective. The proposed analysis adopts well-known linguistic concepts and principles, such as markedness and Grice's Conversational Maxims, in scrutinizing the linguistic aspects of a mark. It first shows how the proposed linguistic analysis works to identify the source of distinctiveness in a trademark and then tests the proposed analysis with a reaction time experiment in which participants are visually exposed to stimulus words that differ in their phonological, morphological, and semantic structures. The analysis aims to contribute not only to linguistics but also to trademark practice, in that it will provide more consistent and empirically grounded standards for the analysis of linguistic aspects of trademarks. Linguistics provides our tacit knowledge with a mechanism that enables us to access, understand, and present it. When research grounded in the disciplines of linguistics and cognitive science enables this tacit knowledge to manifest itself before a court, that knowledge becomes scientific evidence.