Caitlin+Hill

In Dennis Baron's "Facebook says, 'all your face are belong to us'", he explains how Facebook is attempting to trademark the word "face", meaning that no other social networking sites are permitted to use the word "face" in their sites' names. Mark Zuckerberg expresses his worry of Facebook attempting to take ownership of all users' faces and books. Facebook is currently trying to prosecute __The CIA World Fact Book__ simply because the words "Fact Book" are just like "Face book", with the exception of one letter. Corporation names are rapidly transitioning into verbs used in modern slang and generic references. For example, the search engine, Google has been transformed into "googling". Google will always be known as the search engine, but searching on a search engine has been generalized to be "googling". The danger with this is that if a brand name becomes overused, manufacturers are at stake of losing their trademark, meaning the name of their products become generic. Other corporations have experienced this issue as well, such as Coca-Cola, Xerox, and Monopoly. Coca-Cola trademarked the word "cola", forcing every other soft drink corporation to refrain from using the word "Cola" in their names. Many corporations are willing to pursue such attention in order to receive recognition of their names. The use of common words from the english language in the name of a website causes problems because although they want to be known for their individual identity, if the name becomes overused, it is simply added to the english language as another verb, adjective, etc. Kleenex and Band-Aids are great examples of this because although they are brand names of a product, the American public uses the brand name in order to generalize what they are referring to. Kleenex is a company that manufactures tissues, not the name of the object itself. Band-Aids is a brand of bandages used to cover open cuts, however, because this brand name is commonly used to refer to all of these sorts of bandages, it becomes a common word such as "it". Like stated before, if a brand name becomes overused, manufacturers are at stake of losing their trademark, meaning the name of their products become generic. Facebook made a wise decision by trademarking only half of its name because once the term "facebooking" becomes more of a general word, only the word "face" is being trademarked, making it more difficult to lose money and legal rights.
 * // You abandoned the use of language that makes it clear you are still summarizing here. I'm assuming these are still Baron's ideas and not yours? Must be consistent in this language throughout a summary. //**

Due to the amount of evidence and explanation, I believe Dennis Baron is relying on logos in order to expand the point of his article. In order to understand why this is all occurring in the corporate world, reasons must be provided, explaining each viewpoint. Without logos we are left without convincing information to believe why trademarking parts of names assures the security of a corporation. I believe the particular audience of this article consists of any and all owners of corporations. The article sends a message saying to be aware of which words to use in brand names, especially with the usage of commonly used words.
 * // Caitlin - Your summary is pretty solid but your analysis is very thin. I'm guessing you did not read the instructions? Be sure to follow directions, especially when I give pretty clear things for you to discuss! CHECK ~Prof. Wendt //**