Advertising language is so classic that it can be registered as a trademark? The advertising language is so classic that you can register a trademark. Can such a classic advertising language be registered as a trademark? Because of its strong appeal, advertising language is often chosen by many businesses as a trademark to apply for registration. However, the purpose of advertising language is to sell goods or services to the public, so it usually chooses words that directly indicate the use or functional characteristics of goods. For example, Head & Shoulders' hair is more outstanding and seamless, Master Kong's instant noodles are delicious and visible, and Nestle coffee is delicious. According to the first paragraph of Article 11 of the Trademark Law, the following marks may not be registered as trademarks: (1) Only the common name, figure and model of the goods; (two) directly indicating the quality, main raw materials, functions, uses, weight, quantity and other characteristics of the goods; (3) Lack of distinctive features. The Standards for Trademark Examination and Trial also holds that phrases or sentences that express the characteristics of goods or services and ordinary advertising language are signs that lack distinctive features. Therefore, the biggest obstacle for advertising language to become a registered trademark is the lack of innate distinctiveness, that is, consumers will not regard it as a trademark.