广告语著作权保护案例研究

发布时间：2018-03-06 03:20

本文选题：广告语　切入点：著作权　出处：《上海交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的发展，广告越来越成为现代经济生活中不可或缺的重要元素，广告语则是广告的一种重要的表现形式。征集广告语活动日益频繁，这类活动引发的纠纷也越来越多，产生的问题也复杂多样。涉及这类案件法律争议点较多，司法审判也意见不一。本文结合三个典型案例对其中出现问题进行分析。首先,广告语是否受著作权保护?当前存在的两种观点。一,广告语并非著作权法意义上的作品，不受著作权法的保护；另一种观点认为，广告语符合作品的各种条件，应该受著作权法的保护。本文在分析案例的基础上，支持广告语应该受著作权法保护这一观点，这也是是大部分学者所持观点。第二，征集广告语活动的法律性质认定。有观点认为征集广告语的行为应该是一种要约邀请；另外两种观点更具有说服力，它们通过分析著作权法以及合同法相关规定认为征集广告语行为的性质是悬赏广告或者是委托创造合同。第三，著作人身权能否转让？有学者认为著作人身权基于“创作”而获得，“创作”集中体现了作者的精神思想和人格利益，著作人身权与作者的精神思想和人格利益紧密相关，具有永久性、不可剥夺性，自然不能转让。但是本文通过案例分析得出不同观点，，《著作权法》并没有明确规定著作人身权不可以转让，从权利的角度说，转让也是著作权人行使著作人身权的一种方式。本文通过典型案例分析讨论分析上述三个问题并提出一些关于保护广告语著作权的措施，希望能对征集作品的著作权行使及保护有所裨益。
[Abstract]:With the development of market economy, advertising has become an indispensable element in modern economic life, and advertising language is an important form of advertising. The disputes caused by this kind of activities are more and more, and the problems produced are also complex and diverse. There are many points of legal dispute and different opinions on the judicial trial involved in this kind of cases. This paper analyzes the problems arising from these disputes in combination with three typical cases. First of all, are advertising words protected by copyright? There are two existing viewpoints. First, advertising language is not a work in the sense of copyright law, and it is not protected by copyright law. The other view is that advertising language conforms to various conditions of the work. Based on the analysis of cases, this paper supports the view that advertising should be protected by copyright law, which is also the view of most scholars. Second, the legal nature of the solicitation advertising campaign. There are views that the solicitation of advertising language should be an invitation to offer; the other two views are more persuasive. Through the analysis of copyright law and relevant regulations of contract law, they think that the nature of solicitation advertising is a reward advertisement or a commission to create a contract. Third, can the personal rights of the author be transferred? Some scholars believe that the personal right of a work is obtained on the basis of "creation", and that "creation" embodies the spiritual thought and personality interests of the author, and the personal right of the author is closely related to the spiritual thought and the personal interest of the author, and has a permanent and inalienable character. But this article obtains the different viewpoint through the case analysis, the copyright Law does not explicitly stipulate that the author's personal right cannot be transferred, from the right angle, the transfer is also a way for the copyright owner to exercise the copyright's personal right. Through the analysis of typical cases, this paper discusses and analyzes the above three problems and puts forward some measures to protect the copyright of advertising language, in the hope that it will be helpful to the exercise and protection of the copyright of the solicited works.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D923.41

【引证文献】