广告语的知识产权法保护  

Intellectual Property Protection of the Advertising Slogan

作　　者：曹世海[1] 

机构地区：[1]西南政法大学民商法学院,重庆401120

出　　处：《重庆师范大学学报（哲学社会科学版）》2013年第5期107-112,共6页Journal of Chongqing Normal University Edition of Social Siences

摘　　要：广告语的知识产权法保护涉及众多复杂的法律问题。字数的多少并非独创性的决定性因素,判断广告语是否具有独创性并受著作权法保护,应对广告语的创意和内容进行具体分析;广告语的核心功能虽然是商业宣传,但有些广告语具有固有显著性,或因使用而获得"第二含义",具有识别功能,能够获得注册并受商标法保护;对广告语的抄袭、模仿还涉及竞争秩序和商业道德,反不正当竞争法保护广告语的类型和要件要结合权利人使用方式、侵权人的抄袭、模仿方式等进行综合判断。Intellectual property protection in advertising slogan involves many complex legal issues.The amount of words is not the originality of the decisive factors in advertising slogan,whether it has the originality and protected by the copyright law,need to analysis the advertising slogan creativity and the specific content.The core function of advertising slogan is promotion,but some slogan has inherent distinctiveness,or due to the use of to get the ＂ second meaning＂,thus has the recognition function,can be registered and protected under the Trademark Law.Advertising slogan plagiarism,imitation also relates to competition order and business ethics,anti-unfair competition law protection types and elements of advertising slogan should be combined with the use-pattern of rights-holders,the infringer of plagiarism and the imitate way to make a comprehensive judge.

关 键 词：广告语 著作权 商标权 不正当竞争 

分 类 号：D923[政治法律—民商法学]