本文選題：創(chuàng)意產(chǎn)業(yè) + 廣告創(chuàng)意��； 參考：《中南民族大學》2013年碩士論文

【摘要】：創(chuàng)意產(chǎn)業(yè)作為當今世界一個快速發(fā)展的新興產(chǎn)業(yè)，得到了各個國家越來越多的重視，我國也在上海、北京等許多大中型城市相繼建立了創(chuàng)意產(chǎn)業(yè)園區(qū)。廣告業(yè)作為創(chuàng)意產(chǎn)業(yè)的中的支柱產(chǎn)業(yè)也在飛速發(fā)展著。一個成功的廣告的關(guān)鍵在于一個好的廣告創(chuàng)意，廣告創(chuàng)意就是一個廣告企業(yè)的核心競爭力。在我國，針對廣告創(chuàng)意的知識產(chǎn)權(quán)保護制度還不完善，正是這樣的不完善，在一定程度上制約了廣告業(yè)的發(fā)展。針對這個問題，本文希望通過對廣告創(chuàng)意知識產(chǎn)權(quán)保護的現(xiàn)狀分析，在借鑒已有的國內(nèi)外經(jīng)驗的基礎(chǔ)上，建立符合當代中國國情的廣告創(chuàng)意知識產(chǎn)權(quán)保護體系。 本文的第一個部分是廣告創(chuàng)意的概念和特征，主要包括廣告創(chuàng)意的概念、特點。廣告創(chuàng)意是指廣告制作者通過創(chuàng)造性的思維或者獨特的技術(shù)手法為廣告主所設(shè)計的不同于其他廣告作品的一種方案。廣告創(chuàng)意具有存在形式多樣、權(quán)利脆弱和表現(xiàn)形式多樣的特點，使得廣告創(chuàng)意需要從多層次和多角度來進行知識產(chǎn)權(quán)的保護。 本文的第二部分是對現(xiàn)行的對廣告創(chuàng)意知識產(chǎn)權(quán)保護制度的分析，并指出現(xiàn)有保護制度的不足之處。現(xiàn)有的保護方式根據(jù)筆者的總結(jié)，，主要包括：知識產(chǎn)權(quán)法的保護、權(quán)利人自身的規(guī)避、反不正當競爭法的保護和行政管理保護四個方面。現(xiàn)有保護方式存在著一定的缺陷，主要包括四點：第一，我國知識產(chǎn)權(quán)體系較為完善，但是相關(guān)廣告創(chuàng)意的規(guī)定不明確，實際操作的難度大。尤其是著作權(quán)法的相關(guān)規(guī)定對于廣告創(chuàng)意是否受保護的規(guī)定比較模糊；第二，權(quán)利人自身規(guī)避風險的難度大，合同法的保護只能針對合同的相對人，保護范圍較小；第三，商業(yè)秘密法律保護體系不完備，對違法行為的震懾力不足。 本文的第三部分是對廣告創(chuàng)意知識產(chǎn)權(quán)保護提出的建議。在確立關(guān)注企業(yè)和結(jié)合國情的兩大原則之下，筆者提出了以下建議，分別為：第一，對現(xiàn)有知識產(chǎn)權(quán)法體系以著作權(quán)法為核心進行完善，并建立商業(yè)秘密保護法體系；第二，提高行政管理水平，加快制度創(chuàng)新。推廣創(chuàng)意信封登記制度、完善廣告審查制度和建立企業(yè)誠信評級制度；第三，發(fā)展行業(yè)協(xié)會和知識產(chǎn)權(quán)中介機構(gòu)；第四，充分發(fā)揮產(chǎn)業(yè)園區(qū)的集群優(yōu)勢，服務于企業(yè)并強化企業(yè)的知識產(chǎn)權(quán)保護意識。廣告創(chuàng)意的知識產(chǎn)權(quán)保護需要多角度、多層次立體保護體系建立。這個體系的建立是一個長期的過程，在這個過程之中需要立法機構(gòu)、行政部門和企業(yè)自身的通力協(xié)作。
[Abstract]:As a rapidly developing new industry in the world, creative industry has been paid more and more attention in various countries. China has also established creative industry parks in Shanghai, Beijing and many other large and medium-sized cities. As the pillar industry of creative industry, advertising industry is developing rapidly. The key to a successful advertisement is a good advertising idea, which is the core competitiveness of an advertising enterprise. In China, the intellectual property protection system for advertising creativity is not perfect, which restricts the development of advertising industry to a certain extent. In view of this problem, this paper hopes to establish the protection system of advertising creative intellectual property rights in accordance with the current situation of China through the analysis of the present situation of advertising creative intellectual property protection and the reference of the existing experience at home and abroad. The first part of this paper is the concept and characteristics of advertising creativity, mainly including the concept and characteristics of advertising creativity. Advertising creativity refers to a scheme that advertisers design different from other advertising works through creative thinking or unique technical means. Advertising creativity has the characteristics of various forms, weak rights and various forms, which makes advertising creativity need to protect intellectual property rights from multiple levels and angles. The second part is the analysis of the current protection system of advertising creative intellectual property, and points out the shortcomings of the existing protection system. According to the author's summary, the existing protection methods mainly include four aspects: the protection of intellectual property law, the evading of the obligee, the protection of anti-unfair competition law and the protection of administrative management. There are some defects in the existing ways of protection, mainly including four points: first, our intellectual property system is relatively perfect, but the relevant advertising creative provisions are not clear, the actual operation is very difficult. In particular, the relevant provisions of the copyright Law are vague as to whether or not advertising creativity is protected; second, it is very difficult for the obligee to avoid risks, and the protection of contract law can only be directed at the relative party of the contract, and the scope of protection is relatively small; third, The legal protection system of trade secrets is not complete, and the deterrent to illegal acts is insufficient. The third part of this paper is the suggestion to the protection of advertising creative intellectual property. Under the two principles of paying attention to enterprises and combining with the national conditions, the author puts forward the following suggestions: first, to perfect the existing intellectual property law system with copyright law as the core, and to establish the trade secret protection law system; second, We will improve the level of administrative management and speed up institutional innovation. Promote the creative envelope registration system, perfect the advertising examination system and establish the enterprise credit rating system; third, develop the industry association and intellectual property intermediary; fourth, give full play to the cluster advantage of the industrial park, Serve the enterprise and strengthen the intellectual property protection consciousness of the enterprise. The intellectual property protection of advertisement originality needs multi-angle, multi-level and three-dimensional protection system. The establishment of the system is a long-term process, in which the legislature, the executive branch and the enterprises themselves work together.
【學位授予單位】：中南民族大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：D923.4

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