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As the 100-day countdown to the Olympics begins, Chris Ledgard examines how trademark law can control the language of the games, and asks if word use can ever be effectively contained and controlled. He meets historians charting usage of the term "olympic" over centuries; talks to comedy producer Jon Plowman about the 麻豆社 mockumentary "Twenty Twelve", and discovers that one American university wants some words banned altogether.
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