短视频广告的侵权形式与治理策略  

Infringement Forms and Governance Strategies of Short Video Advertisement

作　　者：陈功[1] 蔡舒敏 CHEN Gong;CAI Shumin(School of Humanities,Hunan University of Science and Technology,Xiangtan 411201,China)

机构地区：[1]湖南科技大学人文学院,湖南湘潭411201

出　　处：《长春大学学报》2021年第7期76-79,共4页Journal of Changchun University

基　　金：国家社会科学基金项目(19BXW0902);湖南省社会科学成果评审委员会项目(XSP20YBC217)。

摘　　要：短视频逐渐得到市场的极大关注,尤其表现在广告行业中。短视频广告创意十足,能满足受众轻量化的信息消费,同时广告公司也注重平台的投放策略,为此创造了众多的营销神话。但短视频广告也开始暴露出越来越多的问题,如侵犯著作权、肖像权、知情权、隐私权等。了解短视频广告的传播策略及存在的侵权风险,明确短视频广告的版权保护体系,才能更好地促进短视频广告行业朝着良性生态方向发展。Short videos gradually attract great attention from the market,especially in current advertisement industry.Short video advertisement with creativity can meet the audience's lightweight information consumption,and at the same time,advertisement companies pay attention to the platforms’launch strategy,which has created many marketing myths.However,short video advertisements also expose more and more problems,such as infringement of copyright,portrait right,intellectual property right and privacy right.In order to promote the development of short video advertisements stowards a healthy ecological direction,it is necessary to understand the communication strategy and the infringement risk and clarify the copyright protection system.

关 键 词：短视频广告 广告侵权 广告法 

分 类 号：D920.4[政治法律—法学]