,,,, (right to be left alone),,,,,,,,,,,,,, 1953, (the right of publicity), :, ( ), (in gross),, ( ),,,,,,,,,,,,, : (),,,,,,,,,,, 1960,,, :; ; ;,,,, S

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1 Ξ,,,,,,,1890,,,,,, 1902,,,,,,,, 115,,,,,,, 1903,,,,,, 1905,,,,,,,,,, Ξ right of publicity,, Warren &Brandeis, The Right to Privacy, 4 Harvard Law Review 193 (1890). Roberson v. Rochester Folding Box Co., 171 N. Y. 538, 64 N. E. 442 (1902). Now codified in New York Civil Rights Laws, Sections Pavesich v. New England Life Insurance Co., 122 Ga. 190, 50 S. E. 68 (1905). 474 right of publicity,,

2 ,,,, (right to be left alone),,,,,,,,,,,,,, 1953, (the right of publicity), :, ( ), (in gross),, ( ),,,,,,,,,,,,, : (),,,,,,,,,,, 1960,,, :; ; ;,,,, See McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (2) (b), Haelan Laboratories, Inc. v. Topps Chewing Gum, Inc., 202 F. 2d 866 (2d Cir. 1953). Melville Nimmer,The Right of Publicity, Law & Contemporary Problems 203 (1954). Prosser,Privacy, California Law Review, 383 (1960). 475

3 2003 (Prosser s Four Torts of Privacy),1977 g,,,,,,,1995 () g, 4 46,,,,,46 : 47,,,,48 49,,,24 g, 13,,, 13 g,,,,,,,,,,,,,,,,,,,,, (California Civil Code) 3344, 50 51, (any living person),,, g,, g Zacchini v. Scrips2Howard Broadcasting Co., 205 USPQ 741 (1977)., 4 g American Law Society, Restatement (third) of Unfair Competition, Sections 46, 47, 48, 49. g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (1), g 1972,1985, g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (4) (b), ,,,

4 1983 :,,, g,,,, 1990 :,, g,,,, :,,,,,,,,,,, g,,,,,,,,,,,,,,,,,,,,,,,,, g,,,,,,,,,,,,,,,,, g Carson v. Here s Johnny Portable Toilets, Inc., 218 USPQ 1 (6th Cir. 1983). g Moore v. Universal Pictures, 205 USPQ 1090 (Cal. Supreme Court, 1990). g White v. Samsung Electronics American, 23 USPQ2d 1583 (9th Cir. 1992). g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (3),

5 2003 :,,( ), g 1970, g,,,,,,,,, ( ),,, 1977,, g,,,,,,,,,,,,,,,,,,, g,,,,,,,,:, ;,,,, 301,,,,,,,,,,,,,,,,,,,,, g Melville Nimmer,The Right of Publicity, Law & Contemporary Problems 203 (1954). g Uhlaender v. Henricksen, 316 F. Supp (D. C. Minn. 1970). g, g Zacchini v. Scrips2Howard Broadcasting Co., 205 USPQ 741 (1977). 478

6 ,,,,,,,,,,,,,,,,,,, g,,1992,,,, g,,,,,,:, HIGH FIVE,? g,,,,,,,,,,, 1985, g,,,,,, 43 1,,,,,,,,,,,,,,, g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter , g White v. Samsung Electronics American, 23 USPQ2d 1583 (9th Cir. 1992). g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (1), g Allen v. National Video, Inc., 226 USPQ 483 (S. D. N. Y. 1985). 479

7 2003,, 51,, 3344,,,,,,,, (identifiable element) (),,,,1982, g,, :,, 1979 g,,,, (Crazylegs),,,,,, :,,,,,, Samuel Clemens, Samuel Clemens, :,,,,,,, 1983, g (Tonight Show), ( Here s Johnny),5,,, g T.J. Hooker v. Columbia Pictures Industry, Inc., 551 F. Supp (N. D. Ill. 1982). g Hirsch v. S. C. Johnson & Sons, Inc., 90 Wis. 2d, 205 USPQ 920 (1979). g Carson v. Here s Johnny Portable Toilets, Inc., 218 USPQ 1 (6th Cir. 1983). 480

8 ,, 1967,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, (),,,,, 1978 g,,,,, (the Greatest),,,,,,,,,,,,,, 1984 g,,,,,,,,,,,, g Ali v. Playgirl, Inc., 206 USPQ 1021 (S. D. N. Y. 1978). g Onassis v. Christian Dior2New York, Inc., 472 N. Y. S. 2d 254 (Sup. Ct. 1984). 481

9 2003,,,,,,,,, g,,,,,,,,,,,,,,, (),,,,,, ,,,,1962, g,,,,,,,,,,,1988 g,, (Do You Want to Dance),,,,,,,,,,,,,,,,,,,,, g Allen v. National Video, Inc., 226 USPQ 483 (S. D. N. Y. 1985). glahr v. Adell Chemical Co., 132 USPQ 662 (1st Cir. 1962). g Midler v. Ford Motor Co., 7 USPQ2d 1398 (9th Cir. 1988). 482

10 (),,,,,,,,,,,,,, 1974, g,,,,,,,,,,,,,,, 1992, g (Wheel of Fortune),,,,,, (),,:3344 () ; ; 43 1,3344,, 3344,,,,,,,,,,,,,,,,,,,,:, g Motschenbacher v. R.J. Reynolds Tobacco Co., 498 F. 2d 821 (9th Cir. 1974). g White v. Samsung Electronics American, Inc., 23 USPQ2d 1583 (9th Cir. 1992). 483

11 2003,,,,,,,,,,,,,,,,,,,,,,, :,,,,,,,,, g, 1977, g,, 15,,,,,,,,,,,,,,,( ),,,,,,,,, g Paulsen v. Personality Posters, Inc., 59 Misc. 2d 444, 299 N. Y. S. 2d 501 (1968). g Zacchini v. Scrips2Howard Broadcasting Co., 205 USPQ 741 (1977). 484

12 ,,,,,:,,,,,,,,,,,,,,,, ,, g,,,,,,,,,,,, ,,,,,,,,,,,,, 51,, g,,,,,,,,, ( newsworthiness exception) :,,,, g,, g California Civil Code, sections 3344, 900. g New York Civil Rights Law, section 51. g Davis v. High Society Magazine, Inc., 90 Appellate Division, second 374, 457 N. Y. S. 2d 308 (1982). 485

13 2003,,,,,,,, 6,,,, g 1984, g,,,,,,,,,,,,,,,,,,,,,,,, (incidental use),,,,,1974, g,,,,,,,,,1991 :,,,,,,,,, (communicative), (commercial),,,,,,, T,,,,,, g g Finger v. Omni Publications Ltd., 77 N. Y. 2d 138, 564 N. Y. S. 2d 1014 (1990). g Stephano v. News Group Publications, 64 N. Y. 2d 174, 485 N. Y. S. 2d 220 (1984). gjohnson v. Harcourt, Brace, Jovanovich, 43 Cal. App. 3d 880, 118 Cal. Reporter 370 (1974). g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter ,

14 ,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 1979 g,,,4 3,,,,,,,, ;,,,, g,, 3344, 900,,900, ,, 900,, 50,, 50,,,,,,,900,,,,,1983, glugosi v. Universal Pictures, 25 Cal. 3d 813, 205 USPQ 1090 (1979). g Groucho Marx Productions, Inc. v. Day & Night Co., 216 USPQ 553 (1982). 487

15 2003,,,,,,,, : (),,,,,,,() g,,,,,1980, g,,,,,,,, 50,,,,,,,,,,,, 12 9, 9,,, , 10,,,,,,,, g,,, 1903,, 50 51, 1953, g,, g Martin Luther King, Jr., Center for Social Change, Inc. v. American Heritage Products, Inc., 216 USPQ 711 (1982). g Memphis Development Foundation v. Factors Etc. Inc., 205 USPQ 784 (6th Cir. 1980). g McCarthy, the Rights of Publicity and Privacy, section 9. 5 (1996 rev. ) ; McCarthy on Trademark and Unfair Competition ( Third Edition), g Haelan Laboratories, Inc. v. Topps Chewing Gum, Inc., 202 F. 2d 866 (2d Cir. 1953). 488 Chapter (4), 1995.

16 ,, 1903,,,,,,,,,, 80, () 1982, g,1903,,50 51,,,,50 51, 1984, g,,,,,,,,,,,,,, 50 51,(),,,1968, g,,,1986, g,,, 1990, g,,1984,,,,,,,,,,, :;,,, g Arrington v. New York Times Co., 55 N. Y. 2d 433, 449 N. Y. S. 2d 941 (1982). g Stephano v. News Group Publications, 64 N. Y. 2d 174, 485 N. Y. S. 2d 220 (1984). g Antonetty v. Suomo, 131 Misc. 2d 1041, 502 N. Y. 2d 902 (1968). g Smith v. Long Island Jewish2Hillside Medical Center, 118 App. Div. 2d 553, 499 N. Y. S. 2d 167 (1986). g Pirone v. MacMillan, Inc., 13 USPQ2d 1799 (2d Cir. 1990). 489

17 2003,,, (unaided identification),,,, (aided identification),, g,,,,,,,, (anti2assignment2in2gross),, ;,,,,, (naked license),, (quality control),,,,,,,,,,1983, g,,,,,,,,, g,,, 3344,,,,3344,,3344,, g,,, :, ;,,,1984,,,, g,,,,, g McCarthy, the Rights of Publicity and Privacy, section 3. 4 (1996 rev. ) ; McCarthy on Trademark and Unfair Competition ( Third Edition), g Dzurenko v. Jordache Inc., 59 N. Y. 2d 788, 464 N. Y. S. 2d 730 (1983). g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (4), g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (3), g Onassis v. Christian Dior2New York, Inc., 472 N. Y. S. 2d 254 (Sup. Ct. 1984). 490 Chapter (4), 1995.

18 ,,,,,,,,,,, g,, : ; ;, 1903,,,,, 1984,,,,, g,1992 g,,10 ;,20 ;, 715,, 200 [ Abstract] The right of publicity, protecting one s name and likeness from being commercially used by oth2 ers without the permission of the owner, is located in the new frontier area of intellectual property. Although China has several cases concerning the right of publicity, the right itself is unfamiliar to many people, including experts, judges and legislators in the field of intellectual property law. Even the term the right of publicity has different translations in Chinese. This article has conducted a detailed study on the law of publicity right in the United States, especially on the case law decided by various state courts. On the basis of the study, the article further dis2 cusses the concept, subject matter, limitation and duration of publicity right, and the infringement and remedies with respect to the publicity right. As the United States has an advanced law to protect the right of publicity, a thor2 ough examination of the experiences of the United States is very important to us in the field of intellectual property law. It is no doubt that a good knowledge and understanding of the law on right of publicity in the United States will in turn help China improve its protection of the right of publicity. g McCarthy on Trademark and Unfair Competition (Third Edition), Chapter (3), g Stephano v. News Group Publications, 64 N. Y. 2d 174, 485 N. Y. S. 2d 220 (1984). g Waits v. Frito2Lay, Inc., 978 F. 2d 1093 (9th Cir. 1992). 491

論述 a 1 A 爲爲 Sabel 3 3 Sabel BV v. Puma AG, C.M.L.R 智慧財產權月刊 84 期 69

論述 a 1 A 爲爲 Sabel 3 3 Sabel BV v. Puma AG, C.M.L.R 智慧財產權月刊 84 期 69 ** 6 2 1 Trade-Related Aspects Of Intellectual Property Rights Agreement TRIPS 16.2 16.3 6 2 2 23 1 12 62 1 94.10.20 * ** 1 2 6 2 TRIPS 16.3 68 智慧財產權月刊 84 期 94.12 論述 1940 1970 1989 43 a 1 A 爲爲 Sabel 3