The application was lodged on 21st March 2003 – only a day after
the war began. Some critics pounced immediately on the use of the
term in a commercial context as an example of US arrogance; others
expressed outrage at the exploitation of a war that has so far
killed over 5,000 soldiers and civilians.
In a statement issued yesterday, Sony acknowledged "an exercise
of regrettable bad judgement" and confirmed that its subsidiary,
Sony Computer Entertainment America, will withdraw the
application.
However, Sony is not alone – it's just the most obvious target
for criticism.
The US Patent and Trademark office has received several other
applications for uses of the phrase or similar phrases, such as
"Battle of Baghdad" and "Operation Iraqi Freedom", including
applications for use with the sale of pesticides, fireworks,
lingerie, baby toys, trainers, shampoo and consulting services. The
Guardian reports that board games are also planned, called
"Conflict Desert Storm II: Back to Baghdad" and "Axis of Evil".
The phrase "shock and awe" was first used, according to
Associated Press, by military strategist Harlan Ullman in 1996, to
describe a tactic of pressuring the enemy to give up with little
fighting.
