政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63715

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63715

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63715

Title:	商標之戲謔仿作─對既存秩序的「有理」取鬧？ Trademark Parody – A Practical Joke to the Existing Order
Authors:	吳佩凌
Contributors:	李治安吳佩凌
Keywords:	戲謔仿作言論自由混淆可能性淡化 parody freedom of speech likelihood of confusion dilution
Date:	2013
Issue Date:	2014-02-10 14:57:57 (UTC+8)
Abstract:	隨著現代市場經濟的快速發展，商標在現代意義下成為一種無形資產，其所蘊含的商業價值也隨著社會經濟的發展不斷地攀升，商標從一個區別和表彰商品來源的簡單符號演變成為大眾文化中的一個具有豐富含意的象徵，使得商標自然而然成為戲謔仿作者模仿的對象；藉由模仿並添加新的表達，以對原商標所代表的某種社會價值或社會現象進行評論，因而造就了商標戲謔仿作。所謂「戲謔仿作」，是自原作中擷取材料，以誇張、荒誕之形式加以運用和重新組合，以批判及諷刺原作。故商標的戲謔仿作，既要以原商標為基礎或依據，同時，模仿者亦須加入新的素材、或在原商標的基礎上增加與原商標明顯不同的特性或風格，以對原商標所代表的某種社會價值或社會現象進行評論。然而，戲謔仿作在其內容及行為模式上，均可能涉及商標侵權問題。如果戲謔仿作對原作的使用甚少，根本無法讓人將新作與原作聯繫起來，則不可能實現對原作進行批判和諷刺的目的，也就難以成為成功的戲謔仿作作品。但是模仿、使用原作內容之行為，又難以避免會侵犯原作的商標權。另一方面，在現代社會中，法院已認知到，家喻戶曉的商標不僅指代某種產品，更象徵一定的社會文化，成為人們思想交流和觀點表達的工具，若禁止這些商標或商標名稱進入公共談話之中，便形同使商標所有人得以在公眾領域圈地為王、蠶食鯨吞掉原本屬於公眾的言論表達範圍。言論自由幾乎是世界各國普遍認可的憲法權利，被認為是民主社會的基石，因為它可以促進社會的發展，保證個人自我價值的實現。而對商標自由評論的表現形式之一便是戲謔仿作。如果認為只要未經授權使用他人商標、造成冒犯便構成侵害，無疑是壓制了不同的聲音、也限制了思想的交流。因此，戲謔仿作長久以來形成法律上的難題，面對公民的言論自由與商標權人的商標權衝突，法律需要對兩者進行利益平衡。如何恰當地協調這些利益就成為本文之研究目標。首先，本文將從戲謔仿作之起源與定義出發，觀察國內外的戲謔仿作現象，接著分析商標戲謔仿作實為現代公民言論自由與文化論述權的落實態樣之一，因而產生了商標權與言論自由權間之拉鋸與矛盾。第三章及第四章則介紹美國1960年代以來著名的戲謔仿作實務案例，並分析美國法院對於商標戲謔仿作案件所採取之平衡測試標準，最後將收集之書籍、期刊、學位論文等，與法院判決作一統合整理，逐步統合分析後提出本研究心得，進一步整理可行的方法，希望可以找出具體之解決方式。 As the modern economy booms rapidly, trademark has become a valuable intangible asset which has sky-rocketed continuously. Trademark has evolved from merely an icon to distinguish and show the source of products, to an more enriched symbol that represents public culture. This is also the reason why trademark has become the target for parodies. Parody is an imitation of the original work plus adding several elements into it for the purpose to mock or to make fun of the work itself or its author and so on. Although at some point it no longer stands for the original work itself, the connection to the original work remains strong enough to create the point of parody. This may lead to the unauthorized use of the trademark, which is how trademark infringement issues occur. Despite the fact that trademark protection is pertinent, it is also believed that the right to freedom of speech may not be completely compromised. In our modern society, well known trademarks don’t merely refer to certain product, but also resemble certain social culture and becomes an essential part of people’s interaction and sharing of thoughts. If we place too much barrier on this matter, it will create a phenomenon that trademark owners may hold a dominant position in public domain and deprive others from their right to freedom of speech, which is a globally recognized human right principle. This thesis will be focusing on the analysis of the conflicting ideas of trademark right protection and the right to freedom of speech intertwined in parodies on both domestic and international aspect. In the first few chapters of the thesis, the author will be talking about the origin and definition of parody; in Chapter three and four, the author will be talking about famous parodies cases in the US since 1960 along with the analysis; lastly, there will be a complete compilation of the treaties, articles, thesis, and court judgments at the back, so that a plausible solution may be formulated to resolve this matter in a practical fashion.
Reference:	壹、中文文獻一、書籍 1.謝銘洋，智慧財產權入門，2011。 2.馮象，政法筆記， 2004。 3.曾陳明汝著/蔡明誠續著，商標法原理，2007。 4.黃暉，馳名商標與著名商標的法律保護，2001。二、期刊、論文、研究報告 1.康兆春，戲仿：再回首抑或創新的無奈，廣東工業大學學報，5卷4期，頁72， 2005年12月。 2.亞里斯多德(Aristotle)著；劉效鵬譯著，詩學，2012。 3.吳介祥，藝術商標戲謔仿作之問題研究，藝術評論，20期，頁238-239， 2010。 4.陳寬育，為註解的「國家」主題：彭弘智「兩百年」個展的一些延伸。今藝術，202期，頁102-104，2009。 5.陳曉童，著作權商標權領域中的滑稽模仿問題，華中科技大學經濟法學碩士論文，頁21，2007。 6.吳志輝，馳名商標滑稽模仿的利益平衡，暨南大學民商法學碩士論文，頁12， 2010。 7.王霞、梁嗣雯，滑稽模仿者的公平遊戲——論美國著作權法中滑稽模仿抗辯的有效成立，真理財經法學，9期，頁137-152，2012年9月。 8.林昱梅，藝術自由與嘲諷性模仿之著作權侵害判斷，成大法學，7期，頁129- 234，2004年6月。 9.林利芝，Campbell v. Acuff-Rose Music, Inc.（上）─著作權法「合理使用」原則的經典案例，台灣法學雜誌，124期，頁213-234，2009年3 月。 10.李雨峰，企業商標權與言論自由的界線─以美國商標法上的戲仿為視角，環球法律評論，4期，2011。 11.張心全，商標「戲仿」─LV訴HDD商標侵權案，中華商標，01期，頁26， 2008。 12.董曉敏，美國法下對商標的滑稽模仿─從Mattel v. MCA Records案談起，載：北大知識產權評論，頁247，2002。 13.趙寧寧，商標滑稽模仿的侵權認定，中國政法大學法律碩士論文，頁9， 2007。 14.施品安，著名商標之淡化保護v.s.嘲諷性使用著名商標之言論自由保障─從美國商標法及判決評析，載：科技法律透析，頁7，2010年7月。 15.陳昭華，減損著名商標之識別性或信譽，月旦法學教室，77期，頁36-37， 2009年3月。 16.許忠信，論著名商標之沖淡行為與作商標使用行為之區別─九十四年度智上易字第五號判決評析，月旦裁判時報，4期，頁93-101，2010年8月。 17.張瑞星，論嬌蕉包與愛馬仕柏金包糾紛之商標侵權爭議，興大法學，12期， 2012年11月。 18.張瑞星，論嬌蕉包轉印愛馬仕柏金包外觀之著作權侵權爭議及仿作之合理使用抗辯，科技法律評析，5期，2012年12月。三、判決 1.智慧財產法院第100年度行商訴字第104號行政判決。 2.智慧財產法院第100年度行商訴字第104號行政判決。 3.臺北地方法院刑事簡易判決102年度智簡字第30號。 4.智慧財產法院第101年民商訴字第29號民事判決。四、網路資源 1. 胡永芬-派樂地 The Simple Art of Parody， http://artemperor.tw/news/85 (last visited: 2013.05.18). 2. 土洋包大戰！愛馬仕跨海提告仿冒　嬌蕉包敗訴， http://www.nownews.com/2011/12/03/pda-138-2763303.htm (last visited: 2013.05.19). 3. 嬌蕉包是否侵權智財局：法官定奪， http://news.rti.org.tw/index_newsContent.aspx?nid=290526 (last visited: 2013.05.18) 4. 嬌蕉包商標侵權案之討論，http://iip.nccu.edu.tw/app/news.php? 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Thomas McCarthy, TRADEMARKS AND UNFAIR COMPETITION (4th ed. 2007). 7.Stacey L. Dogan & Mark A. Lemley, PARODY AS BRAND (2012). 8.Thomas McCarthy, TRADEMARKS AND UNFAIR COMPETITION (3d ed. 1992). 二、期刊、論文、研究報告 1.Rebecca Tushnet, Copy This Essay: How Fair Use Doctrine Harms Free Speech and How Copying Serves It, 114 Yale L.J. 535(2004). 2.Anthony L. Fletcher, The Product with the Parody Trademark: What’s Wrong with Chewy Vuiton?, 100 TRADEMARK REP. 1091 (2010). 3.Robert J. Shaughnessy, Trademark Parody: A Fair Use And Amendment Analysis, 72 VA. L. REV. 1079 (1986). 4.Frank I. Schechter, The Rational Basis of Trademark Protection, 40 HARV. L. REV. 813 (1927). 5.McClure, Trademarks and Unfair Competition: A Critical History of Legal Thought, 69 TRADEMARK REP. 305 (1979). 6.Treece, Trademark Licensing and Vertical Restraints in Franchising Arrangements, 116 U. PA. L. REV. 435 (1968). 7.Laura E. Little, Regulating Funny: Humor and the Law, 94 CORNELL L. REV. 1235 (2009). 8.David M. Kelly, Lynn M. Jordan, Twenty Years of Rogers v. Grimaldi: Balancing the Lanham Act with the First Amendment Rights of Creators of Artistic Works, 99 TRADEMARK REP. 1360 (2009). 9.Robert C. Denicola, Trademarks as Speech: Constitutional Implications of the Emerging Rationales for the Protection of Trade Symbols, 1982 WIS.L.REV. 158 (1982). 10.Pratheepan Gulasekaram, Policing the Border Between Trademarks and Free Speech: Protecting Unauthorized Trademark Use in Expressive Works, 80 WASH. L. REV. 887 (2005). 11.Lawrence Lessig, The Creative Commons, 65 MONT. L. REV. 1 (2004). 12.William M. Landes & Richard A. Posner, Trademark Law: An Economic Perspective, 30 J. L. & ECON. 265 (1987). 13.Pattishall, Dawning Acceptance of the Dilution Rationale for Trademark-Trade Identity Protection, 74 TRADEMARK REP. 289 (1984). 14.Patrick Emerson, “ I’m Litigatin’ It”: Infringement, Dilution, and Parody Under the Lanham Act, 9 NW. J. TECH. & INTELL. PROP. 477 (2011). 15.Dorsen, Satiric Appropriation and the Law of Libel, Trademark and Copyright: Remedies Without Wrongs, 65 B.U.L.REV. 923 (1986). 16.Corina I. Cacovean, Is Free Riding Aided by Parody to Sneak Between the Cracks of the Trademark Dilution Revision Act?, 31 HASTINGS COMM. & ENT L.J. 441 (2009). 17.Steven M. Cordero, Cocaine-Cola, the Velvet Elvis, and Anti-Barbie: Defending the Trademark and Publicity Rights to Cultural Icons, 8 FORDHAM INTELL. PROP. MEDIA & ENT. L.J. 599 (1998). 18.Eric Sonju,“ Likelihood of Confusion” is Confusing Enough: Why the Concept of Parody Has No Place in A Likelihood of Confusion Analysis, 38 AIPLA Q.J. 349 (2010). 三、判決 1.Mishawaka Rubber & Woolen Mfg. Co. v. S.S. Kresge Co., 316 U.S. 203 (1942). 2.L.L. Bean, Inc. v. Drake Publishers, Inc., 811 F.2d 26 (1st Cir. 1987). 3.Prestonettes, Inc., v. Coty, 264 U.S. 359(1924). 4.Stop the Olympic Prison v. U.S. Olympic Committee, 489 F. Supp. 1112 (S.D.N.Y. 1980) 5.Lucasfilm Ltd. v. 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Description:	碩士國立政治大學法律學研究所 99651029 102
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0099651029
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