Chapter 12 begins with an overview, and a distinction among various categories of humor, followed by a summary and critique of conventional humor theories, using common examples.It then turns to a discussion of humor in contribution, its effects on bonding and group solidarity, and its functions in maintaining group homeostasis.Then coping humor is discussed, followed by an extended discussion of irony and the potential persuasive effects of humor.

In a 2017 decision, theUS Supreme Court held that constitutional commitments to free expression barred the Patent and Trademark Office from rejecting the registration of 'The Slants' for an Asian rock band, even though the term is understood to disparage Asians. Because we do not agree with the Court’s view that true speech can always correct false speech, we argue that the US can learn from the ways in which New Zealand trade mark jurisprudence protects cultural integrity while ensuring free speech. In so doing, we follow Sam Ricketson’s admonition that common law jurisdictions learn from one another.

This chapter treats developments in trademark in the context of the development of brand capitalism.Traditional trademark analysis displayed the features of a public biopolitics; developments around branding push it in a neoliberal direction.I focus on three developments.The first is trademark dilution, which protects brands as valuable in themselves. An extended analysis of Victoria’s Secret’s successful attempt to shut down a sex-toy shop that called itself “Victor’s Little Secret” shows how dilution also functions as a kind of subjectification.The second is a recent Supreme Court case ruling that, PTO rules against registration of disparaging trademarks violated the First Amendment.The result transfers power to brand owners.The third is the use of Geographic Indicators to protect “traditional” cultural indicia.This resistance strategy is a difficult one, as it risks entrenching conservative and stereotypical views of cultural groups, often at the expense of dissident forms. It thus illustrates an unexpected way that branding can function as a form of subjectification, and the potential limits of using trademarks and branding as strategies of resistance.