| 动态商标及其显著性认定 |
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| 引用本文： | 倪朱亮.动态商标及其显著性认定[J].西南政法大学学报,2011,13(5):38-42. |
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| 作者姓名： | 倪朱亮 |
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| 作者单位： | 西南政法大学,重庆,400031 |
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| 摘 要： | 纸质媒介为主导的传统视觉生活是以静态的传统商标为主，但随着互联网的发展和普及以及电子商务的迅猛发展，非传统的动态商标逐渐受到国际社会的广泛关注。动态商标是以数字媒介为载体和动感设计为基础，是属于广义上的可视性商标，是符合绝大多数国家商标法对商标的规定。动态商标从本质上讲属于心理的认知，是消费者对商标所代表的有关商品或服务信息的评价。强大的视觉冲击效果和周而复始的广告宣传，使得动态商标在消费者的“认知网络”的信息组块中形成“结点”，从而使动态商标获得显著性。
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| 关 键 词： | 动态商标 商标要素 显著性 心理认知 |
Identification of Dynamic Trademarks and Its Distinctiveness |
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| NI Zhu-liang.Identification of Dynamic Trademarks and Its Distinctiveness[J].Journal of Swupl,2011,13(5):38-42. |
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| Authors: | NI Zhu-liang |
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| Institution: | NI Zhu-liang (Southwest University of Political Science and Law,Chongqing 400031,China) |
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| Abstract: | Traditional visual paper media-driven life bases on static visual traditional trademark,but with the development and popularization of the Internet and the rapid development of e-commerce,non-traditional dynamic trademarks are gradually paid attention by the international community.Dynamic trademark is shown by dynamic digital media as its features and belongs to a broad visual trademark,and it is in line with the trademark laws of most countries.The essence of dynamic trademark is psychological awareness a... |
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| Keywords: | dynamic trademark trademark elements distinctiveness cognitive awareness |
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