【摘要】：本論文旨在通過(guò)運(yùn)用語(yǔ)言學(xué)工具包及符號(hào)學(xué)方法對(duì)商標(biāo)淡化進(jìn)行綜合系統(tǒng)地分析。商標(biāo)淡化指的是馳名商標(biāo)顯著性的嚴(yán)重削弱或喪失。無(wú)論從法理學(xué)角度還是經(jīng)濟(jì)學(xué)角度，商標(biāo)淡化理論的正當(dāng)性均可得到論證。淡化的判斷標(biāo)準(zhǔn)對(duì)于判案一直是個(gè)難點(diǎn)，而符號(hào)語(yǔ)言學(xué)的分析恰好可在這一領(lǐng)域發(fā)揮作用，從語(yǔ)音，詞匯的內(nèi)在構(gòu)成，字體，語(yǔ)義，整體圖案設(shè)計(jì)等方面進(jìn)行測(cè)評(píng),從而對(duì)爭(zhēng)議商標(biāo)的淡化程度或者相似程度，提供專業(yè)性的指導(dǎo)意見(jiàn)，供法官參考。 本論文采取定性的描述性研究方法，對(duì)中國(guó)的商標(biāo)淡化現(xiàn)象進(jìn)行全方位系統(tǒng)的符號(hào)語(yǔ)言學(xué)分析。在前人相關(guān)研究的基礎(chǔ)上，通過(guò)對(duì)中國(guó)商標(biāo)淡化的重新定義和分類，，發(fā)現(xiàn)不同類型的商標(biāo)（即圖形商標(biāo)，文字商標(biāo)，和組合商標(biāo)）所需的語(yǔ)言學(xué)分析方法不同。傳統(tǒng)的單層面語(yǔ)言學(xué)分析方法未考慮到符號(hào)學(xué)層面的分析而不適用于研究商標(biāo)淡化。因而需要構(gòu)建一個(gè)新的分析框架以便將多層面的語(yǔ)言學(xué)、符號(hào)學(xué)分析及法學(xué)分類結(jié)合起來(lái)。該分析框架貫穿整篇論文，有效分析了中國(guó)的商標(biāo)淡化案件。 本文通過(guò)法律數(shù)據(jù)庫(kù)的使用，對(duì)樣本案例進(jìn)行分類分析，并通過(guò)問(wèn)卷調(diào)查的方式支持并驗(yàn)證了符號(hào)語(yǔ)言學(xué)分析方法的科學(xué)性和可行性。 本文的研究只是一個(gè)新的嘗試，希望通過(guò)本文能在商標(biāo)領(lǐng)域促進(jìn)語(yǔ)言學(xué)與法學(xué)的跨領(lǐng)域合作和進(jìn)一步的發(fā)展。
[Abstract]:The purpose of this thesis is to make a comprehensive and systematic analysis of trademark dilution by using linguistic toolkits and semiotic methods. Trademark dilution refers to the serious weakening or loss of well-known trademark. Whether from the angle of jurisprudence or economics, the legitimacy of trademark dilution theory can be proved. The criterion of desalination has always been a difficult point to judge a case, and the analysis of symbolic linguistics can play a role in this field. It can be evaluated from the aspects of pronunciation, inherent composition of vocabulary, font, semantics, overall pattern design, and so on. Thus, the degree of dilution or similarity of trademark disputes, provide professional guidance for the reference of judges. This thesis adopts a qualitative and descriptive approach to analyze the trademark dilution phenomenon in China. On the basis of previous studies, it is found that different types of trademarks (i.e. graphic trademark, character trademark, and combined trademark) need different linguistic analysis methods through the redefinition and classification of Chinese trademark desalination. The traditional single-level linguistic analysis does not take the semiotic analysis into account and is not suitable for trademark desalination. Therefore, a new analytical framework is needed to combine multidimensional linguistics, semiotics analysis and legal classification. This analysis framework runs through the whole paper and effectively analyzes the trademark dilution cases in China. Through the use of the legal database, this paper classifies the sample cases, and supports and verifies the scientific nature and feasibility of the symbolic linguistics analysis method by means of questionnaire survey. The research of this paper is only a new attempt. It is hoped that this paper can promote the cross-domain cooperation and further development of linguistics and law in the field of trademark.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136


本文編號(hào)：2263570