【摘要】：本論文旨在通過運用語言學工具包及符號學方法對商標淡化進行綜合系統(tǒng)地分析。商標淡化指的是馳名商標顯著性的嚴重削弱或喪失。無論從法理學角度還是經濟學角度，商標淡化理論的正當性均可得到論證。淡化的判斷標準對于判案一直是個難點，而符號語言學的分析恰好可在這一領域發(fā)揮作用，從語音，詞匯的內在構成，字體，語義，整體圖案設計等方面進行測評,從而對爭議商標的淡化程度或者相似程度，提供專業(yè)性的指導意見，供法官參考。 本論文采取定性的描述性研究方法，對中國的商標淡化現(xiàn)象進行全方位系統(tǒng)的符號語言學分析。在前人相關研究的基礎上，通過對中國商標淡化的重新定義和分類，，發(fā)現(xiàn)不同類型的商標（即圖形商標，文字商標，和組合商標）所需的語言學分析方法不同。傳統(tǒng)的單層面語言學分析方法未考慮到符號學層面的分析而不適用于研究商標淡化。因而需要構建一個新的分析框架以便將多層面的語言學、符號學分析及法學分類結合起來。該分析框架貫穿整篇論文，有效分析了中國的商標淡化案件。 本文通過法律數(shù)據(jù)庫的使用，對樣本案例進行分類分析，并通過問卷調查的方式支持并驗證了符號語言學分析方法的科學性和可行性。 本文的研究只是一個新的嘗試，希望通過本文能在商標領域促進語言學與法學的跨領域合作和進一步的發(fā)展。
[Abstract]:The purpose of this thesis is to make a comprehensive and systematic analysis of trademark dilution by using linguistic toolkits and semiotic methods. Trademark dilution refers to the serious weakening or loss of well-known trademark. Whether from the angle of jurisprudence or economics, the legitimacy of trademark dilution theory can be proved. The criterion of desalination has always been a difficult point to judge a case, and the analysis of symbolic linguistics can play a role in this field. It can be evaluated from the aspects of pronunciation, inherent composition of vocabulary, font, semantics, overall pattern design, and so on. Thus, the degree of dilution or similarity of trademark disputes, provide professional guidance for the reference of judges. This thesis adopts a qualitative and descriptive approach to analyze the trademark dilution phenomenon in China. On the basis of previous studies, it is found that different types of trademarks (i.e. graphic trademark, character trademark, and combined trademark) need different linguistic analysis methods through the redefinition and classification of Chinese trademark desalination. The traditional single-level linguistic analysis does not take the semiotic analysis into account and is not suitable for trademark desalination. Therefore, a new analytical framework is needed to combine multidimensional linguistics, semiotics analysis and legal classification. This analysis framework runs through the whole paper and effectively analyzes the trademark dilution cases in China. Through the use of the legal database, this paper classifies the sample cases, and supports and verifies the scientific nature and feasibility of the symbolic linguistics analysis method by means of questionnaire survey. The research of this paper is only a new attempt. It is hoped that this paper can promote the cross-domain cooperation and further development of linguistics and law in the field of trademark.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H136


本文編號：2263570