id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
inlawrev-4094	Mireles Jr., Michael S.	Towards Recognizing and Reconciling the Multiplicity of Values and Interests in Trademark Law	2011	76	.pdf	application/pdf	42445	2048	57	One scholar has argued that trademark use is a historical requirement oftrademark infringement; others argue that trademark use should be a requirement for infringement because keyword advertising increases the amount of information available to consumers, thereby decreasing search costs and providing a useful tool to limit trademark actions early.^^^ Other scholars vigorously argue that trademark use should not be used as a limiting doctrine because the concept ofuse in trademark law is anything but clear, and there could be consumer deception in cases involving keywords and Internet searching.^^^ The consumer search cost theory also operates to provide a justification for the literature concerning brand extension generally appears not to support a theory of sponsorship or association confusion in unrelated markets. [hereinafter Dinwoodie & Janis, Trademark Use Debate] ; McKenna, Trademark Use, supra note 14, at 773 ([CJourts can determine whether a defendant has made trademark use of a plaintiffs mark only by asking whether consumers are likely to view the defendant's use as one that indicates the source of the defendant's products or services.	cache/inlawrev-4094.pdf	txt/inlawrev-4094.txt