Remember when you could remember everything?
Kent, my choice of words above were 'off the top,' but I think I got it right.
The McDonald's logo of the golden arches with the word McDonalds below it is the company's logo that is used as it's registered trademark. The fact that they registered it means it's protected and that they could sue us if you and I opened a hamburger shop using the same logo. But if we opened a fly shop and called it McDonalds and didn't use the golden arches as a part of our mark, we'd probably be OK. To belabor the point a bit more, the photos that McDonald's uses in its advertising are not part of their trademark but are copyrighted none the less, whether or not they're identified as such specifically. If we decided to 'borrow' one as a part of our new fly shop's ad campaign, the deep-pocketed McDonald's would probably take exception and sue us.
The copyrighted images that the bozo in question in this thread 'borrowed', were done so without permission. Even though the original copyright owners (if they can demonstrate original ownership) may have a legal basis for a claim, they'd have to prove how they were damaged in order to move forward (as well as deep pockets to hire an attorney, despite no guarantee for collecting an award in spite of a judgement.)
To kick this dead horse one last time, 'borrowing' a photo, image or words you 'found' on the Internet is both legally and morally wrong. The moral of this story: don't steal other people's images from competitors' web sites or Google Images. Just because they're there, doesn't mean you can claim them as your own without liability