广告创意的知识产权保护

发布时间：2018-05-11 04:16

本文选题：创意产业 + 广告创意　；参考：《中南民族大学》2013年硕士论文

【摘要】：创意产业作为当今世界一个快速发展的新兴产业，得到了各个国家越来越多的重视，我国也在上海、北京等许多大中型城市相继建立了创意产业园区。广告业作为创意产业的中的支柱产业也在飞速发展着。一个成功的广告的关键在于一个好的广告创意，广告创意就是一个广告企业的核心竞争力。在我国，针对广告创意的知识产权保护制度还不完善，正是这样的不完善，在一定程度上制约了广告业的发展。针对这个问题，本文希望通过对广告创意知识产权保护的现状分析，在借鉴已有的国内外经验的基础上，建立符合当代中国国情的广告创意知识产权保护体系。本文的第一个部分是广告创意的概念和特征，主要包括广告创意的概念、特点。广告创意是指广告制作者通过创造性的思维或者独特的技术手法为广告主所设计的不同于其他广告作品的一种方案。广告创意具有存在形式多样、权利脆弱和表现形式多样的特点，使得广告创意需要从多层次和多角度来进行知识产权的保护。本文的第二部分是对现行的对广告创意知识产权保护制度的分析，并指出现有保护制度的不足之处。现有的保护方式根据笔者的总结，，主要包括：知识产权法的保护、权利人自身的规避、反不正当竞争法的保护和行政管理保护四个方面。现有保护方式存在着一定的缺陷，主要包括四点：第一，我国知识产权体系较为完善，但是相关广告创意的规定不明确，实际操作的难度大。尤其是著作权法的相关规定对于广告创意是否受保护的规定比较模糊；第二，权利人自身规避风险的难度大，合同法的保护只能针对合同的相对人，保护范围较小；第三，商业秘密法律保护体系不完备，对违法行为的震慑力不足。本文的第三部分是对广告创意知识产权保护提出的建议。在确立关注企业和结合国情的两大原则之下，笔者提出了以下建议，分别为：第一，对现有知识产权法体系以著作权法为核心进行完善，并建立商业秘密保护法体系；第二，提高行政管理水平，加快制度创新。推广创意信封登记制度、完善广告审查制度和建立企业诚信评级制度；第三，发展行业协会和知识产权中介机构；第四，充分发挥产业园区的集群优势，服务于企业并强化企业的知识产权保护意识。广告创意的知识产权保护需要多角度、多层次立体保护体系建立。这个体系的建立是一个长期的过程，在这个过程之中需要立法机构、行政部门和企业自身的通力协作。
[Abstract]:As a rapidly developing new industry in the world, creative industry has been paid more and more attention in various countries. China has also established creative industry parks in Shanghai, Beijing and many other large and medium-sized cities. As the pillar industry of creative industry, advertising industry is developing rapidly. The key to a successful advertisement is a good advertising idea, which is the core competitiveness of an advertising enterprise. In China, the intellectual property protection system for advertising creativity is not perfect, which restricts the development of advertising industry to a certain extent. In view of this problem, this paper hopes to establish the protection system of advertising creative intellectual property rights in accordance with the current situation of China through the analysis of the present situation of advertising creative intellectual property protection and the reference of the existing experience at home and abroad. The first part of this paper is the concept and characteristics of advertising creativity, mainly including the concept and characteristics of advertising creativity. Advertising creativity refers to a scheme that advertisers design different from other advertising works through creative thinking or unique technical means. Advertising creativity has the characteristics of various forms, weak rights and various forms, which makes advertising creativity need to protect intellectual property rights from multiple levels and angles. The second part is the analysis of the current protection system of advertising creative intellectual property, and points out the shortcomings of the existing protection system. According to the author's summary, the existing protection methods mainly include four aspects: the protection of intellectual property law, the evading of the obligee, the protection of anti-unfair competition law and the protection of administrative management. There are some defects in the existing ways of protection, mainly including four points: first, our intellectual property system is relatively perfect, but the relevant advertising creative provisions are not clear, the actual operation is very difficult. In particular, the relevant provisions of the copyright Law are vague as to whether or not advertising creativity is protected; second, it is very difficult for the obligee to avoid risks, and the protection of contract law can only be directed at the relative party of the contract, and the scope of protection is relatively small; third, The legal protection system of trade secrets is not complete, and the deterrent to illegal acts is insufficient. The third part of this paper is the suggestion to the protection of advertising creative intellectual property. Under the two principles of paying attention to enterprises and combining with the national conditions, the author puts forward the following suggestions: first, to perfect the existing intellectual property law system with copyright law as the core, and to establish the trade secret protection law system; second, We will improve the level of administrative management and speed up institutional innovation. Promote the creative envelope registration system, perfect the advertising examination system and establish the enterprise credit rating system; third, develop the industry association and intellectual property intermediary; fourth, give full play to the cluster advantage of the industrial park, Serve the enterprise and strengthen the intellectual property protection consciousness of the enterprise. The intellectual property protection of advertisement originality needs multi-angle, multi-level and three-dimensional protection system. The establishment of the system is a long-term process, in which the legislature, the executive branch and the enterprises themselves work together.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.4

【参考文献】