Trademarks as a system of signs
a semiotician's look at trademark law
pp. 221-236
in: Jan Broekman, Francis J. Mootz (eds), The semiotics of law in legal education, Berlin, Springer, 2011Abstract
Semiotics is the study of signs, symbols and meanings, and their interrelation with one another in the realm of human interaction and human life. While using semiotics in the legal field is a relatively new concept, semiotics can be used as an instrument in understanding the law and the lawyer's function within the law. Understanding and using semiotics can provide lawyers with an upper hand in the courtroom, can provide lawyers with a deeper understanding of legal arguments or decisions, and can provide lawyers with a tool in managing legal discourse. The semiotician-attorney will focus on the signs and symbols in law (the legal texts, case names, and other symbols) to reach a deeper understanding of the law and contribute more fully to legal discourse.