Microsoft PowerPoint - aat_in_depth.pptx

5/4/2019

copyright J.Paul Getty Trust

Introduction to the AAT

revised May 2019 For educational purposes



Prefer scholarly or technical term as descriptor



When does brand name bec

ome generic term in common usage? E.g.,

Polaroids



Brand name is protected

by proprietary through trademark registration, "Registered Trademarks”



Found in dictionaries with generic defin

ition; has lost legal protection



A

generic trademark

, also known as a

genericized trademark

or

proprietary eponym

, is a trademark or

brand name that has become

the generic name for, or

synonymous with, a general

class of product or

service, usually agains

t the intentions of the trademark's holder

image: © David Hockney 1986; Pearblossum Highway, David Hockney, 1986, photographic collage of chromogenic prints, 78 x 111 in.

, J. Paul Getty Museum, 97.XM.39

diffusion

transfer

prints

(preferred,

descriptor)

diffusion

transfer

print

(alternate

descriptor)

instant

camera

photographs

(used

for)

instant

photographs

(used

for)

instant

prints

(used

for)

polaroids

(used

for)

Patricia Harpring © 2019 J. Paul Getty Trust. For educational purposes only. Do not distribute.

About the Terms

Technical term Generic trademark