从人格向财产扩张的商品化权

Right of Commercialization From Personality to Property Expansion

形象本与人格因素和角色因素密切相关,随着经济的发展,整个社会的商品化现象日益突出,人格因素和角色因素的某些特征使其被“第二次开发利用了”,商品化权就是将能够创造大众消费需求的人物或动物角色、形象、著名作品的名称或片段、广为人知的标志或它们的结合等进行商业性使用的权利,其是人格向财产的扩张,由此借鉴了民法中民事权利的基本原理,对商品化、商品化权以及相关问题进行了分析,并对商品化权的保护提出了建议,指出了来源于不同领域的商品化权适用不同的保护方法。

Image is closely related to personality factor and role factor. With the development of economy, whole commercialized phenomenon of society becomes more and more obvious. Some characteristics of personality factor and role factor are ＂utilized and developed the second time＂. The right of commercialization is to use the following things as commodities： personage or animal roles and images, names or passages, signs or their combination. It is a switch from personality to the expansion of the property. This paper draws lessons from the basic principle of the civil right in the civil law, analyzes the right of commercialization and relevant problem, puts forward some suggestions on the protection the right of commercialization and points out that different measures should be taken to protect the right of commercialization in different fields.