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000019848 035__ $$a(OCoLC)1685276
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000019848 041__ $$aeng
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000019848 1001_ $$aWerkman, Casper J.,$$eauthor.
000019848 24510 $$aTrademarks. :$$bTheir creation, psychology and perception. /$$c[By] Casper J. Werkman.
000019848 264_1 $$aAmsterdam, :$$bDe Bussy,$$c1974.
000019848 300__ $$axvi, 498 pages with illustrations ;$$c23 cm
000019848 336__ $$atext$$btxt$$2rdacontent
000019848 337__ $$aunmediated$$bn$$2rdamedia
000019848 338__ $$avolume$$bnc$$2rdacarrier
000019848 500__ $$aPrice : Sfr; Supplier : the author;.
000019848 504__ $$aIncludes bibliographical references (pages 481-484) and index.
000019848 5050_ $$aForeword by G H C BODENHAUSEN; ... I Trademarks at present : 1. Trademarks in general : - What trademarks are; - What trademarks do; - The current problem; 2. Product information : - Introduction; - Aspects of the product; - Linguistic and cultural aspects; ... 3. The use of trademarks in advertising : - Introduction; - The use of trademarks in newspapers and magazines; - Advertisements painted on walls and posters; - Trademarks on trucks; - Trademarks on aircraft; - The use of the trademark at the point of sale; 4. Perception and interpretation of trademarks : - Perception and interpretation; - Constituent elements of consumer fixation; 5. Summary of Part I; II International differences : an analysis of trademarks in depth 6. Trademarks as cultural phenomena : - The influence of cultural trends on trademark design; - Word and letter trademarks; - Device-marks; - The analysis; 7. Trademark analysis and trademark profile : France : - Introductory remarks; - Motifs in trademarks typical of France; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of French device-marks; 8. Trademark analysis and trademark profile : The Federal Republic of Germany : - Introductory remarks; - Motifs in trademarks typical of Germany; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of German device-marks; 9. Trademark analysis and profile : The United Kingdom : - Introductory remarks; - Motifs in trademarks typical of the United Kingdom; - Analysis of trademarks for bassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of British device-marks; 10. Trademark analysis and profile : The United States of America - Introductory remarks; - Typical American features; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of American device-marks; 11. Conclusions from the analysis carried out in Chapters 6-10 : - Introduction; - Results of the analysis of word-marks; III Horizontal analysis of trademarks : 12. Motifs used in trademarks : - Introduction; - The sun; - The eye; - The female figure; - Stars; - Crowns; - Hands; - Horses; - Conclusion; IV The future : 13. Rejuvenation of trademarks; 14. The creation of trademarks : - Systematic approach; - Should trademarks convey a message? - Structural analysis; - Legal protection; ...
000019848 650_0 $$aTrademarks.
000019848 650_4 $$aTRADEMARKS : PSYCHOLOGY
000019848 650_4 $$aTRADEMARKS : HISTORY
000019848 903__ $$v1
000019848 942__ $$cMON
000019848 952__ $$w2006-11-03$$p1993-0043$$r100.00$$u30257$$bMAIN$$10$$kK 111 WER.T$$v1993-01-25$$ztagged$$71
000019848 980__ $$aBIB
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