Advertising language is usually based on text. For example, visual advertising is based on text content, combined with visual elements such as images and colors to present advertising forms; Advertisements containing auditory content are also presented based on text content and combined with auditory effects such as sound.
Whether the advertising language based on words belongs to the protection scope of copyright law should be analyzed and judged in detail within the protection framework of copyright law. Theoretically, as long as it is original and reproducible, it can be a work in the sense of copyright law.
For example, (20 14) changminsanchuzi No.2 judgment points out: "Come to Art Star, you are a star" advertising language can convey the management information of Art Star Company, with exquisite conception and concise language, which highly summarizes the distinctive features of Art Star Company and has strong artistic appeal. This advertising language has the characteristics of copyright literature and should be protected.
Extended data:
Article 2 of the Regulations on the Implementation of the Copyright Law stipulates: "Works referred to in the Copyright Law refer to intellectual achievements that are original in the fields of literature, art and science and can be reproduced in some tangible form."
The elements of a work generally include three aspects: conception, expression and originality. Originality means that a work is created independently by the author rather than imitating or copying other people's works, which is mainly reflected in the author's selection, material selection, design or combination of related materials.
If the advertising language only describes the performance and characteristics of products or services without originality, it is impossible to seek protection according to works.
Baidu encyclopedia-intellectual property