r/AskHistorians • u/ExternalBoysenberry • 12h ago
When I was a kid, marketing copy in the US was full of IP exponents like (TM), (R), and (C) that seem to have become much less common. Why was it so prevalent in the 1990s?
Today, I associate those tags with cheap, scammy, exaggerated, doesn't-mean-what-it-sounds-like-100%-genuine-leather-late-night-infomercial type vibes:
try the New Reddit(R) app with its all-new never-before-seen custom Never Ending FeedTM [patent pending]*
*Terms and conditions apply
which I guess is why it seems to have become less common.
But in the 1990s it sometimes felt like every other word and phrase had a Proprietary Flag(C) of some kind. Did marketers use them intentionally hoping to make products seem extra special? Or was it a case of legal departments overriding the wishes of marketing departments - maybe an arms race to stake a claim to cool names or clever turns of phase?
I'd love to also ask what happened to this style of marketing copy, but I'm afraid of running into the 20 Year RuleTM , so I'll limit myself to "where did it come from and what was it supposed to be doing?" Was it there for the target consumers or for enemy lawyers at competing companies or what?
edit: formatting, punctuation, general clarity