chapter  14
21 Pages

Anthropogenic anthropopathous anthropomorphic USPTO trademarks:The Plant People Phenomenon model of anthropomorphism

ByBeth Duffy

They play tennis and the guitar; serve drinks and enjoy a sip themselves; and relax by jogging as well as lounging.Their age spans from infant to elderly with ageappropriate activities; and social class ranges from labourer to royalty though most are middle class.They are not afraid to express emotional feelings as they laugh, cry, sing, shout and wink. But mostly, they smile brightly and wave energetically as visual images on bags, boxes, cans, clothing, labels, signs and tins, to encourage consumer-attraction to the goods or services they represent as brand logo. They dwell in a legal, competitive business world where some achieve celebrity mascot status and others are abandoned. They are anthropogenic anthropopathous anthropomorphic plant trademarks,

registered logos with humanlike activity, feelings and appearance. Population is 2,190 among 38,333 anthropomorphic trademarks documented by the United States Patent and Trademark Office (USPTO); and each day some are born and some die.They are an intriguing community and, considering each contributes to business success, understanding them is important to scholars and marketing professionals. This chapter examines plant-based logo design and trademark personality

development; with theoretical foundations including visual images, emotion, anthropomorphism, anthropogenics, anthropopathism and anthropomorphobia. Critical phenomenological methodology assesses physical and symbolic themes by which trademarks convey meaning and emotion. Trademark species taxonomy, physical attributes, symbolized personality themes, and the Plant People Model of Anthropomorphism are presented. This project should change how scholars, marketers and consumers look at the thousands of anthropomorphic beings who smile at them from every phase of marketing endeavour.