The growth of the Internet as a commercial medium has brought about new concerns in terms of the future of intellectual property law. The newest form of advertising, keyword advertising, has created much controversy within the legal system. In the latest case, Google, Inc. v. American Wallpaper and Blind Factory, Google has requested that courts make a decision as to what constitutes infringement in terms of the sale of keywords for advertising on the Internet. The case is still in pending process. Through an economic analysis of trademarks and advertising on the Internet, this paper seeks to demonstrate that the sale of trademarked keywords does not in fact infringe on a trademark owner's rights.

Library of Congress Subject Headings

Internet advertising--Economic aspects; Trademarks--Economic aspects; Trademarks--Law and legislation; Internet advertising--Law and legislation; Intellectual property; Advertising laws

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


Rudy Pugliese

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Laurie Dwyer


Physical copy available from RIT's Wallace Library at HD6146.I58 W37 2004


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