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形象与人格因素或角色因素有关,但在商品经济条件下,形象的某些特征具有“第二次开发利用”的价值。这种利用的目的,并不局限于该形象的知名度与创造性本身,而在于该形象与特定商品的结合而对消费者带来的良好影响,这即是“形象的商品化”。形象在商品化过程中,产生一种特殊的私权形态,它已不是人格意义上的一般形象权,而是具有财产价值的(商品化)形象权。
The image is related to the personality factor or the role factor. However, under the condition of the commodity economy, certain characteristics of the image have the value of “the second development and utilization”. The purpose of such utilization is not limited to the visibility and creativity of the image itself, but rather to the good influence that the image has on consumers in combination with the specific product, which is the “commercialization of the image.” Image in the process of commercialization, resulting in a special form of private rights, it is not the personality of the general image of the right, but with the value of the property (commercial) image rights.