مطالعۀ تطبیقی ماهیت حقوق تصویری ستارگان در تبلیغات تجاری

نوع مقاله: مقاله علمی - پژوهشی

نویسندگان

1 استادیار گروه حقوق دانشگاه بوعلی سینا، همدان، ایران

2 دانشجوی کارشناسی ارشد حقوق خصوصی دانشگاه بوعلی سینا

چکیده

امروزه از تصاویر ستارگان برای تبلیغ کالاها و خدمات استفاده می‌شود و این پدیده روزبه‌روز در حال گسترش است. از یک سو در سال‌های اخیر، ستارگان به ارزش تصویر و حقوق تصویری خود در دنیای تبلیغات آگاهی یافته‌اند و از سوی دیگر، بسیاری از بنگاه‌ها و صاحبان کالا و خدمات، به نیروی جذاب شهرت ستارگان به‌عنوان ابزاری برای تقویت فروش محصولات خود پی برده‌اند. به همین لحاظ در دنیای امروزی، حقوق تصویری (Image Rights) ستارگان به دارایی باارزشی تبدیل شده است. در خصوص ماهیت حقوق تصویری ستارگان رویۀ واحدی میان نظام‌های حقوقی وجود ندارد. نظام حقوقی ایالات متحدۀ امریکا با پذیرش آن به‌عنوان یک حق تبلیغی یا حق شهرت (Right of Publicity)، ارزش اقتصادی تصویر را به‌رسمیت شناخته و آن را مانند یک حق مالی دانسته است. در میان کشورهای اروپایی، نظام حقوقی انگلستان، حقوق تصویری را در محدودۀ حق خلوت (Right of Privacy) توصیف می‌کند و فرانسه هنوز در قالب نظریۀ حق بر شخصیت (Right of Personality) باقی مانده است. با درنظر گرفتن اختلاف نظر‌ها در این حوزه، نگارندگان مقالۀ حاضر در صدد هستند ضمن بیان رویکردهای پذیرفته‌شده در نظام‌های حقوقی یادشده، ماهیت حقوق تصویری را در حقوق ایران تحلیل نمایند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Comparative study of the nature of celebrities’ image rights in commercial advertisements

نویسندگان [English]

  • Feizollah Jafari 1
  • Mehrnaz Mokhtari 2
1 Assistant Professor, Department of Law, Bu-Ali Sina University, Hamadan, Iran
2 Master Student of Private Law, Bu-Ali Sina University, Hamadan, Iran
چکیده [English]

Nowadays, images of celebrities are used to advertise goods and services, and this phenomenon is growing. On the one hand, in recent years, celebrities become aware of the value of image and image rights in the advertisement world. On the other hand, many agencies and owners of goods and services become aware of the important effect of popularity of celebrities as a tool to boost sales of goods. Therefore, in today’s world, celebrities’ image rights become a valuable asset. There is not a uniform procedure among legal systems in respect of the nature of celebrities' image rights. The legal system of the United States has recognized the economic value of image by accepting it as a right of publicity and has considered it as an economic right. In the European countries and in France, the said issue still remains in the framework of right of personality while in legal system of England, image rights is described within the right of privacy. By considering the differences in this field, this paper seeks to explain the adopted approaches in legal systems, and analyze the nature of image rights in Iran.
 

کلیدواژه‌ها [English]

  • Commercial Advertisement
  • Image Rights
  • Right of Personality
  • Right of Privacy
  • Right of Publicity

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