Gardella v. Log Cabin Products Co.

89 F.2d 891, 34 U.S.P.Q. (BNA) 145, 1937 U.S. App. LEXIS 3621
CourtCourt of Appeals for the Second Circuit
DecidedMay 10, 1937
Docket254
StatusPublished
Cited by19 cases

This text of 89 F.2d 891 (Gardella v. Log Cabin Products Co.) is published on Counsel Stack Legal Research, covering Court of Appeals for the Second Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Gardella v. Log Cabin Products Co., 89 F.2d 891, 34 U.S.P.Q. (BNA) 145, 1937 U.S. App. LEXIS 3621 (2d Cir. 1937).

Opinion

MANTON, Circuit Judge.

Appellee, a stage and radio performer, obtained a judgment below in an action at law for $115,966.27, based upon a claim of unfair competition and violation by the appellants of the Civil Rights Law, §§ 50 and 51 (Consol.Laws, c. 6), in the use of appellee’s name “Aunt Jemima” in connection with advertising broadcasts over a radio station in New York City on October 2, 9, and 16, 1935. Log Cabin. Syrup and Aunt Jemima’s Pancake Flour were jointly advertised over the facilities of the National Broadcasting Company on each of these dates. Log Cabin Syrup was a product of the Log Cabin Products, Inc., a subsidiary of the General Foods, Inc., and the Aunt Jemima Pancake Flour was a product of the Quaker Oats Company. Some 3,000,000 small packages of Aunt Je-mim'a’s Pancake Flour were distributed free through grocery stores as a part of the scheme of advertising.

The name “Aunt Jemima,” in conjunction with the face of a. smiling negress and the words “Pancake Flour,” is a trademark adopted by the predecessors of the Quaker Oats Company and registered in 1890. It was held valid and its infringement enjoined in Aunt Jemima Mills Co. v. Rigney & Co., 247 F. 407, L.R.A.1918C, 1039 (C.C.A.2), cert. den. 245 U.S. 672, 38 S.Ct. 222, 62 L.Ed. 540. The phrase “I’se in Town, Honey,” was registered in 1903. These registrations are still effective and are owned by the Quaker Oats Company. This company does an extensive business throughout the United States, its average annual output of pancake flour being in excess of 24,000,000 packages. The product has been advertised extensively and oftentimes by public appearances of colored women portraying the Aunt Jemima character whose face appears on the packages.

An agreement for a joint advertising campaign was entered into between the appellant, Log Cabin Products Inc., and the Quaker Oats Company.” An exchange of letters constitutes the agreement. It was stipulated that the General Foods Corporation should “mention Aunt Jemima as a character and as a product in a favorable light on the radio program,” this “for the joint promotion of Aunt Jemima and Log Cabin syrup.” As the record discloses, in the performances on the dates in question the name “Aunt Jemima” was used solely in connection with pancake flour.

The appellants endeavored to employ the appellee, through their advertising agents, to take the part of Aunt Jemima in these performances. Negotiations ensued but were dropped because of inability to agree on compensation, whereupon the appellants employed Georgia Burke, a colored actress, to read the dialogue and Eva Taylor, a colored entertainer, to do the singing. The recordings of the broadcasts were exhibited before the jury. The performers were not referred to other than as Aunt Jemima.

Appellee, a white woman, of Italian extraction, with an excellent professional reputation, has sung and acted extensively on the legitimate stage and in radio performances. She said the Aunt Jemima character suggested itself to • her because as a child she received that name from *894 a colored maid who cared for her. Newspaper interviews, granted by her, which were offered in evidence, gave other reasons, one of which was that the name came to her thoughts through the pancake flour advertisements. At any rate, in her many stage performances since 1920 she has used that name; sometimes as “The Famous Pancake Lady, Aunt Jemima, and her Syncopated Bakers.” She appeared in the production “Show Boat” as Aunt Jemima and also on a radio program for “Jad Salts.” She sang for phonograph records.

On the trial below both causes of action, the one based on unfair competition and the other on the Civil Rights Law of New York, were submitted to the jury over the appellants’ exceptions.

The first cause of action pleaded and submitted to the jury was based on an alleged violation of sections 50 and 51 of the Civil Rights Law. Section 50 makes it a misdemeanor to use the name, portrait, or picture of any living person for advertising purposes without consent. And section 51 gives to any person whose name, portrait, or picture is so used a right to civil remedies, through injunction and damages. The appellee, having adopted the name “Aunt Jemima” for use in her professional career, had acquired certain rights. With the growth of her fame and reputation, she became the more closely identified by such name. By it she was known to the theatrical world and to the theater-going public.

Appellants contend that the statute does not relate 'to a stage or other fictitious or assumed name and refer to Davis v. R. K. O. Radio Pictures, Inc., 16 F.Supp. 195 (D.C.N.Y.). The question has not been passed upon by the New York state courts. Having in mind the evident purpose of the statute, its application to a public or stage name, as well as a private one, seems inevitable. Uproar Co. v. N. B. C., 8 F.Supp. 358 (D.C.Mass.), modified in other re-' spects, 81 F.(2d) 373 (C.C.A.l), cert. den. 298 U.S. 670, 56 S.Ct. 835, .80 L.Ed. 1393; Binns v. Vitagraph Co., 210 N.Y. 51, 103 N.E. 1108, L.R.A.1915C, 839, AnnXas. 1915B, 1024; Derenberg, Trade-mark Protection & Unfair Trading, p. 154 (1936). If the stage name has come to be closely and widely identified with the person who bears it, the need for protection against unauthorized advertising will be as urgent as in the case of a private name; if anything, the need will be more urgent. The public character of a name may mean the surrender of a certain degree of privacy and may affect the extent and limit of the protection accorded. But the abuse of such a name by an advertiser cannot be justified, and it is against such abuse that the statute is directed.

But here the statute is inapplicable. As already indicated, from 1890 trademark rights in the name Aunt Jemima have existed and the Quaker Oats Company became the assignee of such rights. The right to use that name and the fictitious character it represents extends not only to the designation of the product but to the various forms by which it may be advertised. In both respects a complete user of the name has been established. Whatever may be the appellee’s rights under the statute against the rest of the world and whatever other rights she may have against the appellants, no right of privacy as defined by the statute exists here. The statute protects against the unauthorized use of a name for the purpose of advertising. But the Quaker Oats Company needed no authority from the appellee to use the name “Aunt Jemima.”

The second cause of action pleaded, and upon which the judgment rests, is for unfair competition. It is claimed that, upon the failure of the negotiations between appellants and the appellee, Eva Taylor was hired to imitate appellee’s style and manner of singing and that by the unlawful use of appellee’s name the public was misled into believing that the appellee participated in the broadcasts. It is stated in addition that the counterfeit performance was of inferior quality, thereby injuring the appellee’s reputation and earning power as a performer. In reality this cause of action divides itself into two theories. One is that the appellee was imitated and that the imitation resulted in deception; the usual form of “passing off.” The second is that the imitation was inferior so that the appellee’s professional reputation was impaired. This contains a claim of defamation.

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Cite This Page — Counsel Stack

Bluebook (online)
89 F.2d 891, 34 U.S.P.Q. (BNA) 145, 1937 U.S. App. LEXIS 3621, Counsel Stack Legal Research, https://law.counselstack.com/opinion/gardella-v-log-cabin-products-co-ca2-1937.