O funkcjach semiotycznych znaku towarowego (marki)

Autor

  • Aleksandra Horecka Instytut Filozofii, Uniwersytet Warszawski

Słowa kluczowe:

semiotic function, trade mark

Abstrakt

The main aim of the paper is to define trade mark and to indicate varied semiotic functions which it fulfils. We define trade mark as a product of man used on the market to identify products or services of a certain firm or to distinguish products or services of a certain firm from those of other firms. All trade marks fulfil an identificative or differentional function. We distinguish trade mark from trade name: the trade name becomes a trade mark iff it has such-and-such a specified visual form. We claim that trade name is a proper name which refers to a certain firm and has no connotation. Trade mark in advertising (1) refers to particular products or services and (2) connotates the product’s (service’s) property being produced or distributed by a particular firm. The trade mark placed on the package of some product is both: (1) an index sign, which “points to” the fact that the object in the package is produced or distributed by such-and-such a firm and (2) a performative (a sign which generates a new state of affairs), which certifies that the object in the package is produced or distributed by such-and-such a firm.

Pobrania

Opublikowane

2013-03-01

Jak cytować

Horecka, A. (2013). O funkcjach semiotycznych znaku towarowego (marki). Filozofia Nauki, 21(1), 81–89. Pobrano z https://fn.uw.edu.pl/index.php/fn/article/view/706