论广告的知识产权保护

华中科技大学硕士学位论文论广告的知识产权保护姓名：吕渊申请学位级别：硕士专业：经济法指导教师：郑友德20080601I;;;;;IIAbstractTheemphasisofthispaperistoanalyzetheprotectionfortheintellectualpropertyrightsintheadvertisingworkswithintherangeoflawofintellectualpropertyrights.Theoretically,theadvertisingworkscanbeprotectedfromdifferentaspect.Firstly,asartworks,itcanbeprotectedbythecopyrightlaw.Besides,ifitformsthebusinesssecrettheadvertisingworkscanbeprotectedbythelawofunfaircompetition.Finally,whenregardedasthecommercialsign,itcanalsobeprotectedbythelawofunfaircompetition.Thispaperconsistsofsixsubject-orientedchaptersPartI:Atfirst,theauthoranalyzesthevalueandmeaningoftheintellectualpropertyrightsintheadvertisement.Andthentheauthorfurtherconcludethesituationandcharacteristicsoftheprotectionfortheintellectualpropertyrightsintheadvertisement.PartII:theauthoranalyzestheconceptionandrelationofcreatenewmeaningsofadvertisementsandadvertisingworks.Andthentheauthorfurtherconcludethedefinitionandcharacteristicsoftheprotectionfortheintellectualpropertyrightsintheadvertisement.PartIII:fromtheperspectiveofthecopyrightlaw,theauthordemonstratesthattheadvertisingworkshastheessentialattributesofartworks,meanwhileitagreeswiththefactorsoftheobjectofthecopyrightlaw.Inaddition,wemustpayattentiontosomeproblems.Forexample,althoughthecopyrightlawprotectstheadvertisingworks,itdoesn'tviolatetheprinciplethatthecopyrightlawprotectsonlytheexpressionbutnottheidea;thecontentoftheadvertisingworksmustbetrueandlegitimate,whichisdifferentfromthecommonworks;theownershipofthecopyrightoftheadvertisingworksisalsoconsiderablycomplicated..PartIV:Afterconsideringinvolvedregulationoftradesecretbothabroadandinourcountry,theauthorprovesthecreationsofadvertisementsthatthecanbeprotectedbythelawofunfaircompetition,solongasitagreeswiththecomposingfactorsofthetradesecret.PartV:Inthispart,theauthormainlydiscussesthefollowingproblems:whileIIIagreeingwithcertainconditions,theadvertisementscanbeconsideredasthetrademarkandthusbeprotectedbythelawofunfaircompetition.Theauthoralsoanalyzesthereasonswhytheadvertisementscanbeprotectedbythelawofunfaircompetition.PartInthispart,theauthormainlysummarizetheintellectualpropertyrightsintheadvertisements,theauthoranalyzesrelationshipamongthecopyrightLaw,thebusinesssecretsoflawandthelawofunfaircompetition.andtrytoestablishthesystemoftheintellectualpropertyrightsintheadvertisement.KeywordAdvertisement;Intellectualpropertyrights;CopyrightTrademark;Unfaircompetition;Tradesecrets200861200863200864111.1,,1.2,,2,,;,,3000“”adverture“”“”13001475advertise1718“”31.3422.12.1.11894J.S“”“”AmericanMarketingAssociation“”11..,2000,14(3):1952.1.2123642.22.2.11“concept”“”“”2“Creative”“”“”“”2.2.27“”“”“”“”102“————”2:“”121“”21...:,2002.8:6782.2.31234567899101112“”“”1033.1()2:“,”,:;;3.2121[]...,1989(1):192[]...,1989(1):7113341“”“”“”“”12“”11...:,2003:4512345133.33“”11...:,1990:149143.41“”,,,,,,,,,,,,,15“”,2:“”1MasterCardInternational231SonyComputerEntm'tAm..Inc.v.Bleem,LLC.9thCir.2000:14F.3d:1022-10272Jon.M.Garon,EntertainmentLaw,Tu.lL.Rev,2002,6:559-5953TrianglePubl'ns,Inc.v.Knight-RidderNewspapers,Inc.,5thCir,626F.2d,.1980:1171-117716“”11994CapebellvAuff-rose“”“”PierreN.Leval“”””“”CapebellvAuff-rose“”“”“”1MatthewD.bunker.Advertisingandappropriation:copyringhtandfairuseinafvertising,CopySocietyoftheUSA,2007,7:167-18117“”LeibovitzCapebellCapebellCapebellCapebellCapebell“”1844.1TRIPS139“”“”“”“”“”“”392“”1991491992“”1019199511231“”“”“”“”“”2“”23“20”3““”1998109“”“”11[0]..:,2002.1:25214“”“”“”TRIPs“”“”:“‘’TRIPs”“”4.2221“”232“”23“”“”“”24“”34“”“”“”25(1);(2)“”“”“”“”2655.1928272001TRIPS11“……”T2“”34“”37“WHATYOUNEVERTHOUGHTPOSSIBLE”9“”11“”“”“HAPPYBATHDAY”331[0]..:1995(2):242[0]..1.:,2003:91-923[0]:“”“”“”115.2“”29TripsTrips19“”“”“”30“2002110813572468YELL”12934811253:“”4:“”5:“”104711“”1[0].“”“”?143“”1234“”3252221:“”“”3366.127343136.22“”“”1352()34“”36:;“”3738[1]..,2001.(6):72-75[2]...,1995(4):34-39[3]...,2004,(25):79-80[4]..,2007.(11):222-223[5],..,2007,34(5):72-77[6]..,1998,15(2):55-60[7]..,2005,19(10):77-80[8]..,2008,18(1):98-102[9]..,1996(1):86-80[10]..,1999(4):35-51[11].WTO.,2008(1):41-44[12]..,2007(12):307[13],.TRIPS.,2005(11):17-20[14]..,2007(10):46-48[15]..,2008(4):176[16].:[].,2005.2[17]..,2006(6):12-16[18]..,2008(1):87-9039[19].-.,2002(1):35-38[20]..,2004(5):60-64[21]..,2006(1):3-10[22]..,2006(4):260-261[23]..,1999(2):98-102[24],..,2002(10):40-42[25]..,2004(2):47-48[26],..,2006(1):59-62[27]..,2000(1):68-79[28]..,2006(2):34-40[29],..,2007(4):56-72[30]..,20081(1):90-96[31],..,2004(6):156-160[32].:[].,2006.12[33]GerhardSchricker.CopyrightProtectionforAdvertisingIdeas,ConceptsandCampaignsUnderGermanlaw.HARV.L.REV,1997.4:477-507[34]Lienerbauwhede.IntellectualpropertyIssuesinAdvertising.[35]AHuterFarrell.FairuseofCpyringhtedMaterialinadvertisementParodies.92Colum.REV,1992[36]WilllamF.Party.Thefairuseprivilegeincopyrightlaw.HARV.L.REV,1995.2:435[37]GeorgeEricRosden.ThelawofadvertisingHARV.L.R