Neologisms in advertisement

Words, that were created especially for advertising and PR, brand-names, etc. They may be quite common nowadays, but there are words appeared thanks to advertising. For example, some brand-names were neologisms as Tefal (there wasn't such a word before it), or Bamboocha in Fanta's ads. Advertising is designed to increase sales by projecting an attractive image with gripping phrasing so that the reader or viewer remembers the product or service and then purchases it. Advertising is also designed to create demand for products and services. Given those purposes of advertising, I don't believe it's a good source for neologisms, new words not yet accepted into common parlance. Advertising IS, however, a very good source of taking words that have specific meanings to certain target demographics and then using them to reach those desired audiences.
For example, if you wanted to advertise, say, a new health product designed for older people, you wouldn't include the word “blog” in the ad. Many older people don't know what a “blog” is or wouldn't take the time to either find out or search for one on the Internet. “Blog” is a term you would use when trying to reach a teen or young adult market, because a member of those groups could punch up the “blog” on his or her BlackBerry and find the “blog” within moments. Although I'm hard pressed to think of an advertisement that's created a neologism, I've seen neologisms used in advertising. One example that comes to mind is the online term "LOL" for "laughing out loud." I've seen that used in cell phone ads designed to reach teenagers who employ such abbreviations in text messages. When they see those letters, they understand exactly what's going on.[7] One particularly memorable ad showed a teenager's grandmother using a cell phone to send text messages. Why was that memorable? There probably aren't 5 grandmothers in the country that do that, and it was presented in a humorous way, which helped make the ad effective. But, there is another process. The way by which trademark rights are diminished or lost as a result of common use in the marketplace is sometimes known as genericide. This process typically occurs over a period of time where a mark is not used as a trademark (i.e., where it is not used to exclusively identify the products or services of a particular business), where a mark falls into disuse entirely, or where the trademark owner does not enforce its rights through actions for passing off or trademark infringement. A genericized trademark (also known as a generic trademark or proprietary eponym) is a trademark or brand name that has become the colloquial or generic description for (or synonymous with) a general class of product or service, rather than the specific meaning intended by trademark's holder. Using a genericized trademark to refer to the general form of what that trademark represents is a form of metonymy. A trademark typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share. The term is legally significant in that unless a company works sufficiently to prevent such broad use of its trademark; its intellectual property rights in the trademark may be lost. The terms genericide and genericized trademark are not technical terms. Alternative terms have been suggested by various commentators, such as the judge in Plasticolor Molded Products v. Ford Motor Company, who called genericide a malapropism and suggested genericization or trademarkicide, a member of Cecil Adams's contributing board who suggested brand eponym in The Straight Dope Mailbag, and others who have suggested proprietary eponym. However, to date only genericide has been used in legal literature Whether or not a mark is popularly identified as genericized, the owner of the mark may still be able to enforce the proprietary rights which attach to the use or registration of the mark, so long as the mark continues to exclusively identify the owner as the commercial origin of the applicable products or services. If the mark does not perform this essential function and it is no longer possible to legally enforce rights in relation to the mark, the mark may have become generic. In many legal systems (e.g., in the United States but not in Germany) a generic mark forms part of the public domain and can be commercially exploited by anyone. Nevertheless, there exists the possibility of a trademark to become a revocable generic term in German (and European) trademark law [7]. The classic example is Bayer's trademark for the drug Aspirin. A customer at a pharmacy is more likely to ask for "Aspirin" than for "acetylsalicylic acid tablets", which is the name all manufacturers of generic versions of the drug are forced to use in order not to infringe the trademark. In the United States, Bayer lost the trademark to the word aspirin after World War I. In 1921, a landmark ruling by Learned Hand established "aspirin" as a genericized trademark. In some cases, companies have managed to register common names as trademarks, but this typically results in the eventual cancellation or surrender of the registration concerned. This has occurred in the United States in relation to rooibos.

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