<div dir="ltr"><div dir="auto"><div><div class="gmail_default" style="font-family:garamond,serif;font-size:large;display:inline"></div><div class="gmail_default" style="font-family:garamond,serif;font-size:large;display:inline"></div>As a literature scholar cum trademark attorney, I would make a case for taking Wilde at his word. From the OED entry on "trade name":</div><div dir="auto"><br></div><div dir="auto"><div dir="auto" style="font-family:"times new roman",serif;font-size:13.696px"><h3> "<strong>1.</strong> A name by which a thing or person is called in the specialist vocabulary (or jargon) of a particular trade or occupation.</h3></div><div dir="auto" style="font-family:"times new roman",serif;font-size:13.696px"><div dir="auto"><br></div><div dir="auto">1832 <em>Mechanics' Mag.</em> 11 Aug. 319/2 To be a good reader (which I need not tell you, is the trade name for the corrector of the press), one must be a very clever fellow.</div><div dir="auto"><div dir="auto" style="font-size:13.696px">1858 P. L. Simmonds <em>Dict. Trade Products</em> <em>Bosh</em>,..a trade name for mixed or adulterated butter.</div><div dir="auto" style="font-size:13.696px">1905 <em>Dundee Advertiser</em> 15 July 6 The stem, to give the banana its trade name."</div></div></div></div><div dir="auto"><div class="gmail_default" style="font-family:garamond,serif;font-size:large"> </div><div class="gmail_default" style="font-family:garamond,serif;font-size:large">...</div><br></div><div dir="auto"><br></div><div dir="auto"><div dir="auto" style="font-family:"times new roman",serif;font-size:13.696px"><h3> <strong>3.</strong> The name assigned to a product or service by its manufacturer or provider, typically having the status of a trademark; a brand name.</h3></div><div dir="auto" style="font-family:"times new roman",serif;font-size:13.696px"><div>1890 <em>Atlantic Reporter</em> <strong>18</strong> 416/1 The firm sought to select and establish a trade name for their coal.</div><div dir="auto"><br></div></div></div>The first UK Trademark Act was enacted in 1875. The first reported common law trademark case, Southern v. How (1617), concerned clothiers. A case from the 1800s contains the maxim: "The law has been settled, from the yearbooks downwards, that a man has no right to trade under false colors, and to sell his goods as another's." Knott v. Morgan,<br>48 Eng. Rep. 610, 612 (Rolls CL 1836).<div class="gmail_default" style="font-family:garamond,serif;font-size:large;display:inline"> </div>See J.M. Treece, "Developments in the Law of Trademarks and Service Marks," 58 Berkeley L.J. 4.<br><br>Wilde was keenly aware of and immersed in <div class="gmail_default" style="font-family:garamond,serif;font-size:large;display:inline">t</div>he language of advertising<div class="gmail_default" style="font-family:garamond,serif;font-size:large;display:inline"> </div>and commercial speech, as well as a brand in his own right. See David Friedman, "Wilde in America" (2014).<div dir="auto"><div class="gmail_extra" dir="auto"><br><div class="gmail_quote">On Jun 16, 2017 10:30 AM, "Mary Ellen Foley" <<a href="mailto:mefoleyuk@gmail.com" target="_blank">mefoleyuk@gmail.com</a>> wrote:<br type="attribution"><blockquote class="gmail-m_-2131696065328942656m_-7800140435628080065m_-7638178593995372845m_-2015639290686149362m_9100330900409247424m_-3280305747556893191m_2052068585812343232m_3807288225306826084m_7127615198643733636quote" style="margin:0px 0px 0px 0.8ex;border-left:1px solid rgb(204,204,204);padding-left:1ex"><div dir="ltr">I wonder whether 'the name of the firm' was a period way to convey what we'd say today as 'the name of the game'? In the absence of any real data, that's how I'd read it.<font color="#888888"><div><br></div><div>Mary Ellen</div></font></div><div class="gmail_extra"><br><div class="gmail_quote"><div class="gmail-m_-2131696065328942656m_-7800140435628080065m_-7638178593995372845m_-2015639290686149362m_9100330900409247424m_-3280305747556893191m_2052068585812343232m_3807288225306826084m_7127615198643733636elided-text">On Fri, Jun 16, 2017 at 11:07 AM, Sunjoo Lee <span dir="ltr"><<a href="mailto:abgrund@naver.com" target="_blank">abgrund@naver.com</a>></span> wrote:<br></div><blockquote class="gmail_quote" style="margin:0px 0px 0px 0.8ex;border-left:1px solid rgb(204,204,204);padding-left:1ex"><div class="gmail-m_-2131696065328942656m_-7800140435628080065m_-7638178593995372845m_-2015639290686149362m_9100330900409247424m_-3280305747556893191m_2052068585812343232m_3807288225306826084m_7127615198643733636elided-text"><div><div style="font-size:10pt;font-family:Gulim"><p>Dear Woolfians, </p><p> </p><p>In Chapter 1 of <i>The Picture of Dorian Gray</i>, Lord Henry says this to Basil: </p><p>"Conscience and cowardice are really the same thing, Basil. Conscience is the trade-name of the firm. That is all." </p><p> </p><p>In a French edition from folio, the line was translated as: </p><p>"La conscience et la lâcheté sont une seule et même chose, Basil. La conscience est la raison sociale de la firme. C'est tout." </p><p> </p><p>This translation makes me thinking: Did Wilde really mean to say something like "Conscience is a name of a company"? </p><p>Or, with the definite articles, "Conscience is that <span style="font-size:10pt">name of the company, which everybody used to know"? But, what could this mean? </span></p><p><span style="font-size:10pt"> </span></p><p><span style="font-size:10pt">I had thought, with "firm," Wilde had qualities of one's character, something in the line of "headstrong," inflexible in moral judgments. </span></p><p><span style="font-size:10pt"> </span></p><p>I somehow really got curious to know about the (possible) reference of this line. Would someone let me know? </p><p> </p><p> </p><p> </p><p>Best, </p><p>Sunjoo </p><p> </p></div></div><table style="display:none"><tbody><tr><td><img src="https://mail.naver.com/readReceipt/notify/?img=fr%2B5%2BBiNM4urFxtwhARvMxK9FzkoMo3CKoI4FApopA0CM4UwKoEqK6tqtzFXp6UwKZl5WLl51zlqDBFdp6d5MreRhoRr%2BreTWzpgWz0q%2BHK5WXF974kv%2Bt%3D%3D.gif" border="0" style="display: none !important;"></td></tr></tbody></table><br></div><div class="gmail-m_-2131696065328942656m_-7800140435628080065m_-7638178593995372845m_-2015639290686149362m_9100330900409247424m_-3280305747556893191m_2052068585812343232m_3807288225306826084m_7127615198643733636quoted-text">______________________________<wbr>_________________<br>
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