發(fā)布時(shí)間：2018-07-25 14:23

【摘要】：自改革開放以來,隨著市場經(jīng)濟(jì)的蓬勃發(fā)展,廣告業(yè)也逐漸發(fā)展起來。并且以每年平均40%以上的遞增率持續(xù)增長。如今廣告是知名度最高、出現(xiàn)最頻繁的經(jīng)濟(jì)現(xiàn)象之一。可以說,無論是企業(yè)家、還是消費(fèi)者、廣告人都離不開廣告。然而,在廣告取得長足發(fā)展的同時(shí),由廣告作品引發(fā)的侵權(quán)也日益增多。我國目前對(duì)廣告的知識(shí)產(chǎn)權(quán)保護(hù)的研究狀況令人堪憂,只有極少數(shù)學(xué)者涉足于此,且均為淺嘗輒止,未曾深入。在現(xiàn)行法律中更是難以見到,是為立法研究之一空白也。 本文將對(duì)廣告作品的知識(shí)產(chǎn)權(quán)保護(hù)進(jìn)行分析,但本文的論述側(cè)重于在知識(shí)產(chǎn)權(quán)范圍內(nèi),從理論上分析不同的廣告作品因滿足不同的條件而可分別作為作品受到版權(quán)法的保護(hù),或者可作為“商業(yè)秘密”或可視為“商業(yè)標(biāo)志”而受到反不正當(dāng)競爭法的保護(hù)。至于具體如何去操作實(shí)施(如侵權(quán)行為認(rèn)定,法律責(zé)任追究等),則由于篇幅及筆者能力之所限,暫不在本文中討論。全文四萬余字,分五個(gè)部分進(jìn)行論述。 第一部分:廣告作品的知識(shí)產(chǎn)權(quán)保護(hù)概述 在本部分,筆者著重分析了廣告創(chuàng)意與廣告作品的概念與關(guān)系,并進(jìn)而歸納出廣告作品的知識(shí)產(chǎn)權(quán)保護(hù)的定義與特征。筆者認(rèn)為:廣告創(chuàng)意,是廣告人為達(dá)到廣告目標(biāo)所產(chǎn)生的創(chuàng)造性主意。廣告創(chuàng)意又可分為廣狹二義。而廣告作品則是廣告創(chuàng)意的表現(xiàn)形式。筆者將其定義為:廣告作品是指廣告設(shè)計(jì)人員在為廣告主宣傳產(chǎn)品或勞務(wù)而進(jìn)行的活動(dòng)中所產(chǎn)生的屬于文學(xué)、藝術(shù)或科學(xué)領(lǐng)域內(nèi)的,具有獨(dú)創(chuàng)性并能以某種有形形式復(fù)制的智力成果。它既包括廣告音樂、廣告美術(shù)等狹義的廣告作品,也包括廣告策劃書等廣義的廣告作品。其次,筆者從知識(shí)產(chǎn)權(quán)角度出發(fā)、運(yùn)用知識(shí)產(chǎn)權(quán)法,為廣告作品及其形成過程中所產(chǎn)生的符合知識(shí)產(chǎn)權(quán)法保護(hù)客體條件的內(nèi)容提供保護(hù)。最后,對(duì)廣告作品被侵權(quán)的受害者進(jìn)行分析,說明了對(duì)廣告作品進(jìn)行知識(shí)產(chǎn)權(quán)保護(hù)的必要。 第二部分:廣告作品的版權(quán)法保護(hù) 在本部分中,筆者主要從以下角度進(jìn)行分析:1)廣告作品可歸入文學(xué)、藝術(shù)或科學(xué)領(lǐng)域。現(xiàn)代廣告不僅是商品信息的載體,也是一種文化形式,有著深重的文化內(nèi)涵。筆者認(rèn)為,廣告文案可歸入文學(xué)作品中,廣告音樂可歸入音樂作品中,等等。2)廣告作品具備法律所要求的獨(dú)創(chuàng)性。每—件
[Abstract]:Since the reform and opening up, with the rapid development of the market economy, the advertising industry has also developed. And the increasing rate of increasing by an average of more than 40% per year. Nowadays, advertising is one of the most famous and most frequent economic phenomena. At the same time, there is a growing number of infringements caused by advertising works. The current research on the protection of intellectual property rights of advertising is worrying. Only a few mathematicians are involved in this, and they are both simple and not in-depth. It is more difficult to see in the current law and is one of the gaps in the legislative research.
This article will analyze the protection of intellectual property rights of advertising works, but this article focuses on the scope of intellectual property rights, and theoretically analyzes the different advertising works can be protected by copyright law as a work, or can be used as a "business secret" or as a "commercial sign". The protection of the law of unfair competition. As to how to carry out the operation, such as the determination of the tort and the legal responsibility, it is not discussed in this article for the length and the limitation of the author's ability. The full text of the full text is divided into five parts.
Part one: overview of intellectual property protection of advertising works.
In this part, the author focuses on the analysis of the concept and relationship between advertising creativity and advertising works, and then concludes the definition and characteristics of intellectual property protection in advertising works. The author thinks that advertising creativity is a creative idea produced by advertisers to achieve the goal of advertising. Advertising creation can be divided into two meanings, and advertising works are widely used. The author defines it as: an advertisement is an intellectual achievement produced by an advertisement designer in a literary, artistic, or scientific field that is produced in a literary, artistic, or scientific field that is carried out for the advertiser or service. It includes advertising music, advertising art, and so on. In the narrow sense, the advertisement works include advertisement works in broad sense. Secondly, from the perspective of intellectual property, the author uses intellectual property law to provide protection for the content of the advertisement works and the content of the protection of the object in accordance with the intellectual property law in the process of its formation. It explains the necessity of intellectual property protection for advertising works.
The second part: the protection of the copyright law of the advertisement works
In this part, the author mainly analyzes from the following aspects: 1) advertising works can be classified into literature, art or science. Modern advertising is not only the carrier of commodity information, but also a cultural form, with profound cultural connotations. The author thinks that the advertisement copywriting can be classified into the literary works, the advertising music can be classified into the music works, and so on,.2 Advertising works have the originality required by law.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：D923.4

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本文編號(hào)：2144100