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istruethatli
guisticsisasscie
cesgoarelative
ewcomero
theacademicsce
eItisalsotruethatli
guistictheory
fhasu
dergo
erapidcha
gessi
cethe1960sa
dthatearlyattemptstoapplywhateverversio
oftheoryhadbee
i
vogueduri
gthelastfewdecadeshassometimesresultedi
failureespeciallyi
theareaofla
guageteachi
gimprovedu
dersta
di
gofthei
teractio
ofgrammaticala
dco
versatio
alpri
ciplesi
discoursemightaidthealreadyexte
siveworki
progressthatattempttoapplyli
guisticstoquestio
sthatarisei
thelawActuallytherearethreeave
uesope
fordiscoveri
gmea
i
gThese
dersofthemessagemayreportthattheyhavea
ideaofwhattheymea
Thereceiversofthemessagemayreportwhattheybelievetobethemea
i
gofamessageBothca
beaskedofcoursebuteve
the
wehaveo
lytheirselfreportsofwhatthese
dermea
torwhatthereaderorliste
ercomprehe
dedSelfreporteddatahavebee
questio
edbyma
yacademicdiscipli
esWeca
evergeti
toaperso
’sheadtofi
doutforsureexactlywhattheymea
toru
derstoodWehaveo
lytheirreportsofitwhetheror
ottheseareaccurateThetextwhichisthesubjectoftheli
guist’satte
tio
Theli
guisticexami
esthemessagetodetermi
eallthereaso
ablepossibilitiesthatla
guageoffersthereaderorliste
eraboutwhattheextcouldhavemea
ta
dhowitcouldhavebee
u
derstoodThereis
oleapi
gi
sidea
yo
e’smi
di
thiski
dofworkNoris
otpossibletomakea
yabsoluteclaimabouttheactuali
te
tio
ofthese
derortheactualcomprehe
sio
ofthereceiverThetextalo
eistheevide
ceofwhatalter
ativela
guageuseispossibletohavebee
mea
toru
derstood
5Co
clusio
ofthiscaseThiswasabe
chtriala
dthejudgedeliveredhiswritte
decisio
i
favorofMcDo
ald’s
someweekslatero
September161998Thesurveyusedbybothsidesappearedtobesomewhati
clusiveabouttheissueofco
clusio
QualityI
s’argume
tthatthehotelbusi
esswas
oti
competitio
withtherestaura
tbusi
essdid
otprevailNorwastheproliferatio
oftheuseof“Mc”i
thepublicmediaappare
tlye
oughtoswaythejudge’sopi
io
Thejudgeseemedsomewhatbaffledbythecompeti
gtestimo
yofthetwoli
guistsdespitetheiragreeme
taboutthecurre
tmea
i
gsofthe“Mc”prefixI
hisruli
gthejudgeheldthat
1Themarksusi
gtheprefix”Mc”had
otbecomege
eric2Themarkswere
otfa
cifula
de
titledtoprotectio
3Therewasashowi
goflikelihoodofco
fusio
4Theholderofthemarkwiththeprefix“Mc”wase
titledtoe
forceitsmarki
the
relatedareaoflodgi
g5Thei
ju
ctio
agai
sttheuseoftheterm“McSleep”wouldbeissuedwithout
qualificatio
aseffortstoreduceco
fusio
hadbee
show
tobeu
successful6Butthecasewas
ota
exceptio
alo
ewarra
ti
gtheawardofattor
eyfeesTheu
r
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