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dc.contributor.authorHeymann, Laura
dc.date2021-11-25T13:35:13.000
dc.date.accessioned2021-11-26T11:55:52Z
dc.date.available2021-11-26T11:55:52Z
dc.date.issued2013-05-08T12:36:10-07:00
dc.identifieryjlh/vol22/iss2/7
dc.identifier.contextkey4116659
dc.identifier.urihttp://hdl.handle.net/20.500.13051/7458
dc.description.abstractFew television commercials for alcohol end with the protagonist slumped unconscious on the couch, falling off a bar stool, or driving a car into a telephone pole. To the contrary, as many of us have experienced, advertising writes a very different narrative: that purchase and consumption of the advertised beverage will make one more attractive, expand one's social circle, and yield unbridled happiness. It is a story that, the advertiser hopes, will inspire consumers to choose its beverage during the next trip to the store; in this vein, the true protagonist of the commercial is the brand. Marketing scholars and, to a lesser extent, trademark scholars have increasingly viewed advertising and branding through the lens of literary theory, recognizing that consumers interpret communications about a product using many of the same tools that they use to interpret other kinds of texts. But this lens has not been similarly focused on an important counternarrative: the warning or disclaimer (such as "Caution: This product may contain nuts" on a candy bar or "Not authorized by Starbucks" on a poster that uses the chain's logo to humorous effect). While all forms of branding, advertising, and marketing are ways of communicating information about a product to consumers, warnings and disclaimers are a special kind of communication: unadorned, declarative statements purportedly meant to cause a consumer to act in a particular way or reach a specific cognitive result. They are counternarratives both in the voice they adopt-less emotional, more stentorian-and in the message they communicate. But narratives they remain.
dc.titleReading the Product: Warnings, Disclaimers, and Literary Theory
dc.source.journaltitleYale Journal of Law & the Humanities
refterms.dateFOA2021-11-26T11:55:52Z
dc.identifier.legacycoverpagehttps://digitalcommons.law.yale.edu/yjlh/vol22/iss2/7
dc.identifier.legacyfulltexthttps://digitalcommons.law.yale.edu/cgi/viewcontent.cgi?article=1365&context=yjlh&unstamped=1


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