动漫产业中角色商品化权的知识产权保护

发布时间：2018-03-03 19:36

本文选题：动漫产业　切入点：卡通角色　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：动漫产业是创意文化产业的一个重要组成部分,近年来借助国家政策的东风我国原创动漫得到较快发展,并出现了一批高质量高知名度的优秀国产动漫。与此同时,知名动漫中的角色形象等因素所蕴含巨大商业吸引力也引起了各方瞩目,通过商业化开发可以成为极富显著性和广告价值的商业符号,这也引发一系列盗版动漫衍生品横行,商标域名抢注等侵权纠纷。对动漫产业中的角色商品化权的保护,当前的司法实践一般会根据具体案情向著作权法、商标法等具体知识产权法律规范靠拢但往往不甚明确有力,其中的重合和空白地带大量存在。近期的""功夫熊猫"商标争议案件中法院首次明确认可并论述了商品化权,是我国商品化权保护司法实践上的重大创新,今年三月份《最高人民法院关于审理商标授权确权行政案件若干问题的规定》正式施行,其中对在先著作权、作品中角色形象和角色名称的认定等于从立法层面对动漫产业中的角色商品化权进行了规定,可以看出我国在以现有知识产权体系保护角色商品化权的路上不断迈进,但是由于该类权利本身的开放性以及实践中侵权的多样性导致在适用知识产权法律提供保护的过程中仍然有很多力所不及之处,本文意在从分析现有保护方法的不足之处入手,探讨在大方向确定的情况下如何进一步完善该保护模式。关于动漫产业中角色商品化权的研究,其权利范围在各国的界定以及权利概念的发展都有所差异,例如美国的角色权源于公开权,而公开权最初依托于隐私权,角色商品化权是由于动漫产业的发展壮大,对动漫作品中的卡通角色的使用需要单独进行,才逐渐从公开权中脱离演变出来。英国的角色商品化权的概念和范围以及保护模式上与美国略有不同,英国有关角色商品化权的研究与其在普通法上对隐私权的保护是完全对立的,后者与对角色以及关键角色要素的商业利用并无关系,其对角色商品化权提供保护的出发点是重要商业活动的商业价值在法律上的反映。在我国,对角色商品化权的研究主要是受美国和日本的影响,因此现有主要研究成果对动漫产业中的角色商品化权多在商品化权中整体讨论。有的学者借鉴美国的理论认为应当采用形象权来保护包括真实人物形象和虚构角色形象在内的知名形象;有的学者在对商品化权概念的探讨中将其实质内容概括为一种"信誉"并将商品化权与著作权等现有知识产权类别进行了区分;另有学者从商标与商品化权的近似功能角度讨论了用商标权单独规范动漫角色商品化权益保护的具体方法。总的来说,现今主流理论观点多从美国的综合保护模式入手展开讨论,并主张在现有法律框架之下寻求保护并调整完善相关制度。动漫产业中的角色商品化权一直以来都在商品化权中被整体讨论,在此背景之下本文试图在整个商品化权体系中对动漫产业中特有的角色商品化权进行定位并集中讨论该项权利的形态和保护模式以对该具体产业形态下的具体权利保护进行探讨并提供一些有针对性的建议,从而解决实践中一些频繁出现的侵权问题。本文会从动漫产业本身的产业分区以及英美等国和国际组织对该权利的定义和保护模式的构建入手,重点论述动漫产业中角色商品化权这一小的领域。在行文过程中,本文拟采用文献研究,比较研究,系统研究的方法分析国内外对动漫产业中涉及的角色商品化权保护模式的理论和实践成果以及该领域存在的问题和分歧,以美国、英国以及知识产权组织的法律法规、司法判例、指示性文件等作为比较素材,结合我国司法实践的现状和未来发展方向以及对国际经验的借鉴归纳总结动漫产业中的角色商品化权之知识产权制度保护的发展和完善。
[Abstract]:The animation industry is an important part of cultural creative industry in recent years, with the help of the national policy of East China's original cartoon has been rapid development, and the emergence of a group of high quality and high reputation of excellent domestic animation. At the same time, the role of image factors such as the well-known animation which is implied in the huge commercial appeal also attracted the attention of all parties. The business can be transformed into merchandizing symbol significance and the value of advertising, it also triggered a series of rampant piracy animation derivatives, trademark cybersquatting infringement disputes. Protection of the role of commercial rights in the animation industry, the current judicial practice generally the right to work according to the law, trademark law and other specific the intellectual property laws and regulations are not so close but strong and clear, which coincides with the blank area. There are a lot of recent "Kung Fu Panda" trademark dispute case in court For the first time explicitly recognized and discussed the merchandising right, is a major innovation of China's commercial rights protection on the judicial practice, in March this year, "the Supreme People's Court on several issues provisions on the administrative cases of trademark authorization confirmation of the official implementation of the prior copyright identification, role image and character in the work were equal to the provisions of the name in the face of character merchandising right in the animation industry from the legislative level, can be seen on our road to the existing intellectual property system to protect the commercial right forward, but because the right itself is open to and practice of infringement of diversity lead to still have a lot of points to provide protection beyond strength and power in the application of intellectual property law in this paper, starting from the analysis of the existing deficiencies to explore the protection method, identified in the direction of how to further improve the protection. . research on the role of commercial animation industry in the right, the right scope of the differences in the definition and concept of the right to development, such as the role of the United States right comes from the right of publicity, the right of publicity initially relies on privacy, character merchandising right is due to the development of animation industry expands, the use of animation works in the cartoon character to separate from the public right, it gradually evolved. Out of character merchandising right in the UK and the concept and scope of protection mode and the United States is slightly different, on the right of merchandising and in British common law to protect the right of privacy is completely opposite, the latter and business there is no relationship between the use of the role and the key elements of the role, the role of merchandising right protection is an important starting point to reflect the business activities of commercial value in law. In our country, the role of The study on merchandising right is mainly affected by the United States and Japan, so the existing main research results on character merchandising right in the animation industry in the merchandising right in the whole discussion. Some scholars from the United States the theory that should be protected include real figures and fictional characters, the well-known image by the image of the right; some scholars in the merchandising right concept to explore the essence of the content is summarized as a kind of "reputation" and the merchandising right and the copyright of the existing categories of intellectual property rights are distinguished; other scholars from the trademark and merchandising rights discussed the specific methods of function approximation with trademark alone specification cartoon character merchandising rights protection. In general, the current mainstream theory from the American comprehensive protection mode was discussed, and advocate for protection and adjustment under the existing legal framework. Good system. Character merchandising right in the animation industry has been in the merchandising right is a general discussion, in this background this paper attempts to the merchandising right system in a unique animation industry in the role of the merchandising right positioning and focuses on the form and mode of protection of the right to the protection of the rights in the specific industry forms are discussed and provide some suggestions, so as to solve in practice some frequent infringement problems. This article from the animation industry itself and the industrial district of Britain and other countries and international organizations to construct the definition and protection of the rights of the model with the key role of the commodity exposition in the animation industry right of this small area. In the writing process, this article uses the literature research, comparative research, system analysis method of the domestic and foreign research on the roles involved in the animation industry Merchandising right protection mode of theoretical and practical achievements and the existing problems and differences in the United States, Britain and the intellectual property laws and regulations, organization of judicial precedent, such as directive file comparison material, combined with the status quo of China's judicial practice and the future direction of development and draw on international experience summed up a summary of the development of animation industry the role of merchandising right of the intellectual property system to protect and improve.

【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D923.4

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