广告作品的知识产权保护初探

发布时间：2018-07-25 14:23

【摘要】：自改革开放以来,随着市场经济的蓬勃发展,广告业也逐渐发展起来。并且以每年平均40%以上的递增率持续增长。如今广告是知名度最高、出现最频繁的经济现象之一。可以说,无论是企业家、还是消费者、广告人都离不开广告。然而,在广告取得长足发展的同时,由广告作品引发的侵权也日益增多。我国目前对广告的知识产权保护的研究状况令人堪忧,只有极少数学者涉足于此,且均为浅尝辄止,未曾深入。在现行法律中更是难以见到,是为立法研究之一空白也。本文将对广告作品的知识产权保护进行分析,但本文的论述侧重于在知识产权范围内,从理论上分析不同的广告作品因满足不同的条件而可分别作为作品受到版权法的保护,或者可作为“商业秘密”或可视为“商业标志”而受到反不正当竞争法的保护。至于具体如何去操作实施(如侵权行为认定,法律责任追究等),则由于篇幅及笔者能力之所限,暂不在本文中讨论。全文四万余字,分五个部分进行论述。第一部分:广告作品的知识产权保护概述在本部分,笔者着重分析了广告创意与广告作品的概念与关系,并进而归纳出广告作品的知识产权保护的定义与特征。笔者认为:广告创意,是广告人为达到广告目标所产生的创造性主意。广告创意又可分为广狭二义。而广告作品则是广告创意的表现形式。笔者将其定义为:广告作品是指广告设计人员在为广告主宣传产品或劳务而进行的活动中所产生的属于文学、艺术或科学领域内的,具有独创性并能以某种有形形式复制的智力成果。它既包括广告音乐、广告美术等狭义的广告作品,也包括广告策划书等广义的广告作品。其次,笔者从知识产权角度出发、运用知识产权法,为广告作品及其形成过程中所产生的符合知识产权法保护客体条件的内容提供保护。最后,对广告作品被侵权的受害者进行分析,说明了对广告作品进行知识产权保护的必要。第二部分:广告作品的版权法保护在本部分中,笔者主要从以下角度进行分析:1)广告作品可归入文学、艺术或科学领域。现代广告不仅是商品信息的载体,也是一种文化形式,有着深重的文化内涵。笔者认为,广告文案可归入文学作品中,广告音乐可归入音乐作品中,等等。2)广告作品具备法律所要求的独创性。每—件
[Abstract]:Since the reform and opening up, with the rapid development of the market economy, the advertising industry has also developed. And the increasing rate of increasing by an average of more than 40% per year. Nowadays, advertising is one of the most famous and most frequent economic phenomena. At the same time, there is a growing number of infringements caused by advertising works. The current research on the protection of intellectual property rights of advertising is worrying. Only a few mathematicians are involved in this, and they are both simple and not in-depth. It is more difficult to see in the current law and is one of the gaps in the legislative research.
This article will analyze the protection of intellectual property rights of advertising works, but this article focuses on the scope of intellectual property rights, and theoretically analyzes the different advertising works can be protected by copyright law as a work, or can be used as a "business secret" or as a "commercial sign". The protection of the law of unfair competition. As to how to carry out the operation, such as the determination of the tort and the legal responsibility, it is not discussed in this article for the length and the limitation of the author's ability. The full text of the full text is divided into five parts.
Part one: overview of intellectual property protection of advertising works.
In this part, the author focuses on the analysis of the concept and relationship between advertising creativity and advertising works, and then concludes the definition and characteristics of intellectual property protection in advertising works. The author thinks that advertising creativity is a creative idea produced by advertisers to achieve the goal of advertising. Advertising creation can be divided into two meanings, and advertising works are widely used. The author defines it as: an advertisement is an intellectual achievement produced by an advertisement designer in a literary, artistic, or scientific field that is produced in a literary, artistic, or scientific field that is carried out for the advertiser or service. It includes advertising music, advertising art, and so on. In the narrow sense, the advertisement works include advertisement works in broad sense. Secondly, from the perspective of intellectual property, the author uses intellectual property law to provide protection for the content of the advertisement works and the content of the protection of the object in accordance with the intellectual property law in the process of its formation. It explains the necessity of intellectual property protection for advertising works.
The second part: the protection of the copyright law of the advertisement works
In this part, the author mainly analyzes from the following aspects: 1) advertising works can be classified into literature, art or science. Modern advertising is not only the carrier of commodity information, but also a cultural form, with profound cultural connotations. The author thinks that the advertisement copywriting can be classified into the literary works, the advertising music can be classified into the music works, and so on,.2 Advertising works have the originality required by law.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：D923.4

【共引文献】