论商业广告的著作权保护

发布时间：2018-04-13 05:05

本文选题：广告作品 + 知识产权　；参考：《西南大学》2012年硕士论文

【摘要】：随着经济全球化和电子科技的高速发展,商业广告日益成为企业宣传产品和服务性能,拓响声望、占据市场的重要营销手段,广告公司为了自身竞争发展的需要,也要努力打造独具创意的、具有文学和艺术美感能给人留下深刻印象的广告作品,所以现代的商业广告越来越超越了其介绍产品和服务的简单功能,成为商用性与艺术性的结合。一则优秀的广告,绝不仅仅是产品说明书,而且具有高度的艺术性,让消费者在获得美感的同时接受商品,因而也凝聚了广告创作人员巨大的智慧和智力劳动,广告的知识产权保护因此日益成为学术探讨和实践研究的重要课题。本文主要是讨论商业广告的著作权保护问题。通过对国内外相关理论研究与实践经验进行借鉴与比较,论述商业广告著作权保护的理论意义与现实意义,提出本文的研究方法；通过对商业广告的定义、类型及其功能进行分析,归纳总结出商业广告的基本特征；通过对广告作品的创作过程进行分析。区分广告作品和广告创意,概括出其蕴藏的知识产权内容,提出对各种不同元素、不同内容采用不同的知识产权保护方法；通过对著作权作品的概念与特征的分析,论述广告作品的著作权性,在此基础上提出区分广义的广告作品与狭义的广告作品,并对各种形式的广告作品以及广告作品中蕴含的各种元素逐一分析论证其满足不同条件下可以受到著作权保护；通过对国内近年来发生的热点案件进行分析,对广告作品的侵权形式及责任承担进行了论述。本文论述的重点在于借鉴国内外相关理论研究与立法经验,分析商业广告中蕴含的各种元素在满足不同条件的情况下可以受到著作权的保护,著作权保护的主体类型分析,以及侵权形式及其责任承担。全文共分六个部分：第一部分为绪论,通过对国内外相关理论研究与实践经验的借鉴与比较,论述商业广告著作权保护的现实意义与理论意义,提出本文的研究方法。第二部分为商业广告概述。首先通过对广告定义的探讨,概括了商业广告的基本特征,回顾了商业广告的发展演变历史过程,归纳整理出商业广告在现代存在的基本类型,分析了广告作品与广告创意的区别与联系,并在此基础上提出商业广告中所涵盖的各元素受知识产权保护的类型。第三部分为商业广告的的著作权性分析,通过对著作权客体作品的概念及其特征进行分析,探讨了广告作品的可著作权性,提出广告作品属于作品的一种,应受到著作权保护；第四部分为商业广告的独创性,通过对作品的显著性特征独创性进行深入分析和研究,论证了不同形式的广告作品及广告作品中的各种元素受著作权保护应满足的独创性要求；第五部分为商业广告的著作权侵权行为。从国内相关商业广告著作权侵权纠纷案例入手,对商业广告常见的著作权侵权行为的表现形式进行类举与分析,提出侵权行为认定的方法及其责任的法律追究。第六部分为结语。主要是分析了商业广告在著作权保护方面的不足之处,提出商业广告著作权保护的建构设想。
[Abstract]:With the rapid development of economic globalization and electronic science and technology , commercial advertising has become an important marketing method for enterprises to publicize products and services .
By analyzing the definition , type and function of commercial advertisement , the basic characteristics of commercial advertisement are summarized .
By analyzing the creative process of the advertisement works , the paper distinguishes the advertisement works and advertising ideas , summarizes the contents of the intellectual property contained in the advertisement works , and puts forward various kinds of different elements and different contents to adopt different protection methods of intellectual property rights ;
Based on the analysis of the concept and characteristics of copyright works , this paper discusses the copyright of advertising works . On the basis of this , we propose to distinguish the advertising works from the narrow sense , and to analyze the various forms of advertising works and various elements contained in the advertising works one by one to demonstrate that they can be protected by copyright under different conditions .
Through the analysis of the hot spot cases in recent years , the paper discusses the tort form and responsibility of the advertisement works . The emphasis of this paper is to draw on the relevant theoretical research and legislative experience at home and abroad , to analyze the various elements contained in the commercial advertisements , which can be protected by the copyright , the principal type of the copyright protection , and the form of infringement and the liability of the copyright in the case of satisfying different conditions .

The first part is the introduction , through the reference and comparison of relevant theoretical research and practical experience at home and abroad , this paper discusses the practical significance and theoretical significance of commercial advertising copyright protection , and puts forward the research method in this paper .

The second part provides an overview of commercial advertisements . Firstly , through the discussion of the definition of advertisements , the basic characteristics of commercial advertisements are summarized , the historical process of the development and evolution of commercial advertisements is reviewed , the basic types of commercial advertisements in modern existence are summarized , the differences and connections between advertising works and advertising creativity are analyzed , and the types of intellectual property rights protected in commercial advertisements are proposed .

The third part is the copyright analysis of the commercial advertisement , through the analysis of the concept and characteristics of the copyright object works , the author discusses the copyright of the advertisement work , and puts forward that the advertisement work belongs to one of the works and should be protected by copyright ;

The fourth part is divided into the originality of the commercial advertisements , and the originality of the significance characteristics of the works is deeply analyzed and researched , and the originality of the various elements in the advertisement works and the advertisement works is proved to be satisfied by the copyright protection ;

The fifth part is the copyright infringement behavior of commercial advertisements . Starting from the case of copyright infringement dispute concerning commercial advertising in China , the forms of copyright infringement commonly found in commercial advertisements are classified and analyzed , and the method and the legal responsibility of tort determination are put forward .

The sixth part is the conclusion . It mainly analyzes the deficiency of commercial advertisement in the protection of copyright , and puts forward the construction idea of copyright protection of commercial advertising .

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D923.41;F713.8

【参考文献】