论广告的知识产权保护

发布时间：2018-05-11 15:48

本文选题：广告 + 知识产权　；参考：《西南政法大学》2012年硕士论文

【摘要】：广告作为我国增长最快的行业之一，在现代经济生活中发挥着重要的作用。但是，我国现有的知识产权法律体系并没有明确关于广告保护的规定。同时，由于广告权利人维权意识淡薄等原因，广告侵犯知识产权案件频发，这已经成为广告业健康发展的瓶颈。为了促进广告业健康快速的发展，保护广告权利人和消费者的利益，研究广告的知识产权保护具有重要的理论意义和实际意义。本文以一起电视广告侵权案例出发，，围绕广告的知识产权保护问题展开，目的是在知识产权范围内，分析广告受知识产权保护（主要是著作权）时应具备的要件，并结合案例分析广告抄袭侵权的认定，从而得出完善广告知识产权保护的建议。本文论述的重点是广告的著作权保护，以及针对广告的特殊性认定广告抄袭。全文共分五个部分，共22000字。第一部分为案情简介及争议的焦点问题。第二部分为广告概述。在本部分中，笔者概述了广告产生和发展，从法律层面和传播层面对广告进行定义，并对二者分析比较。通过分析广告侵权频发的社会现实和法律背景提出广告知识产权保护的必要性。第三部分为广告的知识产权保护模式。在本部分中，笔者分析广告作为《著作权法》、《商标法》、《反不正当竞争法》保护对象时，应如何满足法律规定受保护的要件，着重论述了广告作品满足我国著作权法对作品规定的形式要件和实质要件时，应受著作权法保护。第四部分为广告抄袭认定。在本部分中，笔者结合案例，着重从“接触加实质相似”规则，分析广告抄袭认定。第五部分为广告知识产权保护的建议。笔者根据上述几个部分的分析，得出应从完善行业组织、明确广告抄袭认定程序、明确广告发布者的责任等几个方面完善广告的知识产权保护，促进广告业健康发展。
[Abstract]:As one of the fastest growing industries in China, advertising plays an important role in modern economic life. However, China's existing intellectual property legal system does not have clear provisions on advertising protection. At the same time, because of the weak awareness of the right holders of advertising rights, the infringement of intellectual property rights cases occur frequently, which has become the bottleneck of the healthy development of the advertising industry. In order to promote the healthy and rapid development of advertising industry and protect the interests of the right holders and consumers, it is of great theoretical and practical significance to study the intellectual property protection of advertising. Based on a case of TV advertising infringement, this paper focuses on the protection of intellectual property rights of advertisements. The purpose of this paper is to analyze the elements that should be possessed when advertisements are protected by intellectual property rights (mainly copyrights) within the scope of intellectual property rights. And combined with the case analysis of copyright infringement of advertising identification, so as to improve the protection of advertising intellectual property rights recommendations. The emphasis of this paper is the copyright protection of advertising and the recognition of advertising plagiarism according to its particularity. The full text is divided into five parts, a total of 22000 words. The first part is the brief case and the focus of the dispute. The second part is an overview of advertising. In this part, the author summarizes the emergence and development of advertising, defines advertising from the legal level and communication level, and analyzes and compares the two. By analyzing the social reality and legal background of frequent infringement of advertising, the necessity of protecting advertising intellectual property rights is put forward. The third part is the intellectual property protection model of advertising. In this part, the author analyzes how to satisfy the requirements of the law when the advertisement is protected as the object of copyright Law, Trademark Law and Anti-unfair Competition Law. This paper emphatically discusses that advertising works should be protected by copyright law when they meet the formal and substantive requirements stipulated by the copyright Law of our country. The fourth part is the advertisement plagiarism confirmation. In this part, the author analyzes the identification of plagiarism from the "contact plus substantial similarity" rule. The fifth part is the suggestion of the protection of advertising intellectual property. According to the analysis of the above several parts, the author draws the conclusion that we should perfect the intellectual property protection of advertisement from several aspects, such as perfecting the trade organization, clarifying the procedure of plagiarism and the responsibility of the advertisement publisher, so as to promote the healthy development of the advertising industry.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D923.4

【共引文献】