符号、表达与注意力竞争——从商标戏仿切入

Symbol,Expression and Attention Competition:Fromthe Trademark Parody

商标侵权责任扩张是近年来商标法领域的总体趋势。普遍认为,商标戏仿是对著名商标声誉的“搭便车”,理应被纳入商标侵权规制。通过分析“今日头条”的商标戏仿事件,商标制度的显著性目标与产权化保护间的矛盾浮出水面。当注意力价值攀升,消费者的注意力投资成为品牌升值的关键所在,而注意力资源则成为品牌方竞相倾轧的战场。面对商标背后无限的注意力价值与有限的注意力资源之间的紧张关系,节省交易成本作为符号的核心功能需要被重新重视。通过合理分配稀缺的注意力资源,法律及其他非正式规范将有助于使偏航的商标规范以及更普遍的符号规范重入正轨。

The expansion of trademark infringement liability has been the prevailing trend in the field of trademark law in recent years.It is generally believed that trademark parody constitutes a"free ride"on the reputation of famous trademarks and should therefore be subject to trademark infringement regulation.By analyzing the trademark parody incident involving"Toutiao"(Today's Headlines),the contradiction within the trademark system between pursuing distinctive goals and being protected as property emerges.As the value of attention increases and consumers'attention investment becomes crucial for brand appreciation,brands are engaging in an arms race to capture attention resources.Faced with the tension between the infinite attention value and the limited attention resources associated with trademarks,the core function of saving transaction costs as symbols needs to be re-emphasized.Through the reasonable allocation of scarce attention resources,legal and other informal norms will help steer trademark norms,as well as general symbol norms,back on track.