基于符号学理论的商标功能之重构——以本源功能与派生功能为中心  

Reconstruction of Trademark Function Based on Semiotic Theory: Centered on Original Function and Derivative Function

作　　者：YUN Sunhee 陈芳鑫 YUN Sunhee;CHEN Fangxin(School of Law,Hanyang University of Korea,Seoul 04763,Korea)

机构地区：[1]汉阳大学法学院,韩国首尔04763

出　　处：《浙江工商大学学报》2022年第2期28-38,共11页Journal of Zhejiang Gongshang University

基　　金：国家社会科学基金重大项目“建立健全我国网络综合治理体系研究”(20ZDA062)。

摘　　要：商标作为符号的一种,其概念与功能也需要从符号学的角度予以剖析。符号学基本架构中的意指作用,对应的是商标所代表的标识本身、商品以及生产企业之间的关系。而商标的经济属性已成为商标法的保护范围以及商标侵权认定的核心因素之一,故而更要重视商标的派生功能。在进行符号学诠释的过程中,需将商标置于语境论的方法下以兼顾其背后的社会背景。对新型态商标的接纳与否及人工智能对传统商标功能造成的冲击,可从修正后的符号学理论中对其进行合理的路径解释。对于商标侵权的认定与保护问题,亦需要利用符号学工具重新审视理论体系,认知商标的本源功能与派生功能,并以公共利益维护为出发点对其中的利益冲突进行协调与统合。The concept and function of trademark,as a kind of sign,need to be analyzed from a semiotic perspective. The signifying function in the basic framework of semiotics corresponds to the relationship between the logo represented by the trademark,the products,and the enterprises producing products. The economic attributes of trademarks have become one of the core factors of the protection scopes of trademark law and trademark infringement identification. Therefore,more attention should be paid to the derivative functions of trademarks. During the process of semiotic interpretation,trademarks need to be situated in specific contexts,taking into account the social background behind them. In the face of the acceptance of new-type trademarks and the impact of artificial intelligence on traditional trademark functions,trademarks can be explained in a legitimate way from the revised semiotic theory. Regarding the trademark protection and infringement identification,it is also necessary to use semiotic tools to determine the theoretical system,to recognize the original functions and derivative functions of trademarks,as well as to coordinate and integrate the interest conflicts with the protection of public interests as the starting point.

关 键 词：符号学 商标 本源功能 派生功能 新型商标 

分 类 号：D90-051[政治法律—法学理论]