論商標與表徵之詼諧仿作

Abstract

詼諧仿作(parody)原本直指對著作之詼諧仿作，亦即對原作進行一定程度的模仿來批判或嘲笑其內容或風格，進而達到幽默或諷刺的效果。然隨消費文化之興起和商標意涵的質變，商標成為詼諧仿作的客體，商標詼諧仿作(trademark parody)概念隨之誕生；此外，商標詼諧仿作亦常伴同將營業包裝(trade dress)、表徵(designation)等，作為詼諧仿作之客體。 惟，不論是商標或營業包裝或表徵之詼諧仿作，均涉及言論自由、權利侵害和不公平競爭之爭議，以及消費者保護、權利人利益維護和創作人自由間之拉鋸，。又有鑒於美國在此議題所累積的實務案例和學說見解甚豐，故本文藉由介紹及分析對於商標與營業包裝詼諧仿作之美國實務與學說見解來進行對我國法下商標和表徵詼諧仿作之批判和立法建言。 本文在採取比較法學方法分析後，認為詼諧仿作之定義應採廣義之見解，即包含諷刺仿作(satire)。另，在我國商標法與公平法對商標與表徵之競合關係，本諸於兩法之立法目的以及公平修正後之趨勢，在非公平法第25條之適用情形外，註冊商標均適用商標法，未註冊之著名商標與表徵方適用於公平法，且兩者於商標之侵害態樣和判斷詼諧仿作是否構成侵害應採相同之標準。而本文認在此採取美國實務通說見解，方能平衡兼顧商標權與言論自由之保護。最後，公平法第25條在處理註冊、非註冊商標以及表徵之詼諧仿作，本文認應從有無榨取出發，並提出相關判斷標準，認在詼諧仿作之情形，應通常無有公平法第25之成立。本文希冀透過以上判斷標準，為將來司法實務和立法修正，有一貢獻。

Parody, a creative work imitates the characteristic of a work for comic effect or sarcastic effect and to criticize or ridicule the style or content of a work. The concept of parody first appears in the copyright law, where works were targeted as a parodied object. However, as the consumerism culture prospers and the implication of trademark transmutes, parodists start using trademarks as parodied objects, the concept of trademark parody is therefore born. Trade dress, designations are all become parodied subject in trademark parody cases. In Parodies of trademark, trade dress and designation cases, freedom of expression and infringement and unfair competition are all involved. Protection of consumer, Interest of right holders and freedom of creators faces a see-saw battle in parody cases. Considering the U.S. has abundant legal cases and legal theories regarding the issues, this thesis first introduces and analyzes legal cases and legal theories in the U.S. and then tries to provide thorough critique and law making suggestion This thesis adopts comparative law method and concludes as follows: First, definition of parody should be broad enough to include satire. Second, considering the objectives of the Trademark Act and the Fair Trade Act and also to cater the trend of the Fair Trade Act latest amendment, the Fair Trade Act should provide protection to non-registered well-known trademarks and designations only (with one exception, article 25 of the Fair Trade Act); the registered trademarks should fall in the protection of Trademark Act. Third, the standard of determining whether parodies infringe rights and interest under aforementioned situations in the Trademark Act and the Unfair Trade Act should be exactly the same. Forth, the standard applied should be the one proposed by the dominant standards in the U.S. ruling cases because the standards protects and balance the interests of trademarks/designations and freedom of expression. Least but not last, in the case of applying article 25 of the Fair Trade Act, the judging principle proposed was based on the whether there is extracting of others’ business effort or not, in addressing parodies of registered trademarks, non-registered trademarks and designations. By applying the proposed standard, parodies of aforementioned cases would usually be exempted from the liability of the article 25 of the Fair Trade Act. This thesis aims at proposing the above-mentioned principles and standards, making contributions to the future legal rulings and legislation amendment.