described as the "Paris talk". For instance, she often uses one-liners and a breathy, childish voice in television shows and interviews. Her dim-witted blonde persona, a carefully crafted act, found significant credence among the general public, which she has described as an obstacle in her career. She once remarked: "People assume before they meet me that I'm a really ditzy dumb blonde. That's the one thing that kind of annoys me sometimes. They just think because of the reality show that's who I really am. But that was just a character that I created. I didn't realize what a huge success [it would be...] With everything that's happening, though, with my business, I think people can understand that you couldn't possibly get this far being a dumb blonde". Catchphrases "That's hot", "loves it" and "sliving" are Hilton's catchphrases. All three are registered as trademarks for products, like clothing apparel, electronic devices, and alcoholic beverages. On September 6, 2007, Hilton filed an injunction lawsuit against Hallmark Cards Inc., titled Hilton v. Hallmark Cards, in U.S. District Court over the unlawful use of her picture and catchphrase "That's hot" on a greeting card. The card is titled "Paris's First Day as a Waitress" with a photograph of Hilton's face on a cartoon of a waitress serving a plate of food, with a dialogue bubble saying "Don't touch that, it's hot" (which had a registered trademark on February 13, 2007). Hilton's attorney Brent Blakely said that the infringement damages would be based on profits from the greeting cards. Julie O'Dell said that Hallmark used the card as parody, protected under fair use law. The Court of Appeals for the Ninth Circuit reviewed the case and "denied Hallmark's motion to dismiss". Hilton and Hallmark Cards Inc. later settled out of court. Media presence A subject of press and public attention due to her extravagant Hollywood lifestyle, Hilton's media exploits started in the late 1990s, when she became a fixture in NYC's late-night circuit. A combination of what has been described as "vulgar Trump-era exhibitionism and Girls Gone Wild antics" led publications such as Hamptons, The New Yorker, and particularly The New York Post, to often feature Hilton in their social columns. After her pictorial by David LaChapelle and September 2000 article for Vanity Fair, Hilton was hailed as "New York's leading It Girl", whose fame was beginning to "extend beyond the [local] tabloids", by