Commercial as fuck

Back in July 2015, when I wrote about the spread of “as fuck” and its abbreviation, “AF,” my sightings were limited to tweets, rap-album titles, and small-batch consumer goods sold on Etsy and other online marketplaces. In a comment on my post, “Y” predicted a bigger future for “AF”: “It’ll be co-opted by the mainstream. In fifty years, Modern Maturity will have recipes for Scrumptious-as-Fuck Cupcakes, and Midwesterners will tell their minister that his sermon was def as fuck.”

Fifty years? Try 22 months. That’s how long it took for New York–based FoodKick to launch its cheeky-as-fuck ad campaign in subways and social media.

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Guest post: Trademarks the government doesn’t want you to see

We’re pleased to introduce Strong Language readers to Anne Gilson LaLonde, the author of Gilson on Trademarks, a legal treatise on United States trademark law.  Anne writes and speaks about many different aspects of trademark law, but this topic may well be her favorite.

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Under the federal trademark statute, trademarks that are found to be “scandalous” can’t be registered with the United States Patent and Trademark Office.  While this doesn’t stop trademark owners from using these marks, they can’t rely on various legal advantages that come with federal registration.

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