论人格标识在商业利用中的保护

发布时间：2018-09-08 08:41

【摘要】：随着经济的发展与商业的繁荣,越来越多的企业、商家通过得到一些知名人士的许可,将这些知名人物的肖像、姓名等人格标识应用于商品的广告、包装上,用以宣传自己的商品或服务,以吸引更多的消费者,来获取更大的经济利益。而另一方面,司法实务中也出现了大量未经授权而随意使用他人的姓名或肖像用于商业用途的案件。我国法院在处理这类案件时,无论从案件的定性到损害赔偿的判决,都存在一定的争议,同样的案件不同的法院会出现不同的审判结果。因此,有必要对正当利用人格标识进行商业使用的行为以及将人格标识非正当地进行商业利用的行为即侵权行为进行深入研究,对其中蕴含的深层次法律问题进行剖析,以制定出合理的法律制度来规制擅自利用他人人格标识的侵权行为。本文以人格标识在商业利用中涉及的法律问题为研究对象,主要运用案例分析法、概念分析法和比较分析法,结合国内三个典型案例,借鉴国内外学者已有的研究成果,论证分析了人格标识商业利用中涉及的比较重要或有争议性的几个问题,并对人格标识商业利用中的侵权行为提出了权利人救济方案,以期以公正合理的方式来保护人格标识权利人的合法权益。本文共分四章。第一章为绪论,通过分析三个典型案例,提出本文中主要论述的几个问题:1、将人格标识正当地应用于商业活动中(被授权许可)的行为,其法律性质是什么?是否能据此说明人格权中包含经济利益的内容?2、姓名、肖像等人格标识被他人强行进行商业利用时,侵犯的是权利人的什么权利?对这种不正当地利用他人人格标识进行商业活动的行为,如何进行救济呢?损害赔偿的计算方法是什么? 3、对于死者的人身遗存如何进行保护呢?法理依据何在? 第二章主要对人格权及人格标识进行概述。主要从众多不一的理论学说中,厘清人格权的概念、内涵以及人格权的客体等基本理论问题,并对人格标识进行概念上的界定。第三章主要对人格标识进行正当商业使用(授权许可)的法律关系进行分析,以解决绪论中提出的第一个问题,另外,该章对可被商业利用的人格标识进行了分类界定及对人格标识商业化利用的内涵、内容进行了阐述。第四章主要论述对人格标识商业利用(非法不正当利用)进行法律规制的方法和制度设计。该章结合美国的公开权和德国一般人格权的理论,分析了对不正当利用他人人格标识进行商业活动的行为性质及侵犯的权利人权利性质,并阐述了用何种方式进行救济的理由,以解决绪论中提出的第二个问题。另外该章对于侵犯死者人身遗存的行为进行了分析和阐述,对于如何构建保护死者人身遗存的保护机制提出了自己的建议。
[Abstract]:With the development of economy and the prosperity of commerce, more and more enterprises and businesses apply the portraits, names and other personality logos of these famous people to the advertisements and packaging of commodities by obtaining the permission of some famous people. Used to promote their goods or services in order to attract more consumers to achieve greater economic benefits. On the other hand, there are a large number of cases of unauthorized use of the names or portraits of others for commercial purposes in judicial practice. When dealing with this kind of cases, the court in our country, whether from the nature of the case to the judgment of damages, there are some disputes, the same case will appear different court trial results. Therefore, it is necessary to conduct a thorough study on the behavior of using the personality logo for commercial use and the act of improper commercial use of the personality mark, that is, the tort act, and to analyze the deep legal problems contained therein. In order to establish a reasonable legal system to regulate unauthorized use of other people's identity infringement. This paper takes the legal problems involved in the commercial use of personality identification as the research object, mainly using case analysis, conceptual analysis and comparative analysis, combined with three typical cases in China, to draw lessons from the existing research results of domestic and foreign scholars. This paper analyzes several important or controversial issues involved in the commercial use of personality logo, and puts forward a relief scheme for the infringement in the commercial use of personality logo. In order to protect the legitimate rights and interests of the right holders in a fair and reasonable manner. This paper is divided into four chapters. The first chapter is an introduction. By analyzing three typical cases, the author puts forward several questions: 1, which are mainly discussed in this paper. What is the legal nature of applying personality identification to the behavior of commercial activities (authorized permission)? Can it be explained that the content of economic interests in personality rights, such as personal identity, names, portraits and other personality signs are forcibly used by others for commercial use, what rights infringes on the rights of the obligee? How to remedy this improper use of other people's identity for commercial activities? What is the calculation method of damages? 3, how to protect the personal remains of the deceased? What is the legal basis? The second chapter mainly summarizes the personality right and personality mark. From many different theories, this paper clarifies the concept, connotation and object of personality right, and defines the concept of personality identity. The third chapter mainly analyzes the legal relationship of legitimate commercial use (authorization) of personality identification, in order to solve the first problem raised in the introduction, in addition, This chapter classifies and defines the personality mark which can be used by business, and expounds the connotation and content of the commercial use of personality mark. The fourth chapter mainly discusses the method and system design of the legal regulation of the commercial use of personality mark (illegal improper use). Combined with the theory of public rights in the United States and general personality rights in Germany, this chapter analyzes the nature of the behavior of improper use of the personality identification of others for commercial activities and the nature of the rights infringed by the right holders, and expounds the reasons for the relief in what way. To solve the second question raised in the introduction. In addition, this chapter analyzes and expounds the behavior of violating the personal remains of the deceased, and puts forward some suggestions on how to construct the protection mechanism for the personal remains of the deceased.
【学位授予单位】：华东政法大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D923

【相似文献】