Publication: Las creaciones publicitarias protegibles mediante derecho de autor: propuestas creativas, conceptos publicitarios, creatividades e ideas publicitarias
Loading...
Date
2021-04
Authors
Massaguer Fuentes, José
item.page.secondaryauthor
item.page.director
Publisher
Universitat Pompeu Fabra
publication.page.editor
publication.page.department
DOI
https://doi.org/10.31009/InDret.2021.i2.01
item.page.type
info:eu-repo/semantics/article
Description
© 2021 InDret. This manuscript version is made available under the CC-BY-NC 4.0 license http://creativecommons.org/licenses/by-nc/4.0/
This document is the Published version of a Published Work that appeared in final form in InDret. To access the final edited and published work see https://doi.org/10.31009/InDret.2021.i2.01
Abstract
La doctrina de los autores se ha esforzado en negar que las ideas publicitarias
puedan protegerse mediante derecho de autor, y muy poco en explicar qué son las
creaciones publicitarias a las que el art. 21 I de la LGP reconoce la condición de
categoría de creación intelectual protegible por medio de derecho de autor distinta
de las obras literarias, artísticas o científicas del art. 10.1 de la LPI. En este
trabajo me propongo demostrar que las genuinas creaciones publicitarias son lo
que en el sector se conoce como “propuesta creativa”, “concepto publicitario” y
“creatividad”, y la sustancia de todas ellas, a saber: las “ideas publicitarias” que
componen el discurso publicitario que expresan y los recursos argumentales y de
forma interna que lo articulan con el grado de individualidad suficiente para que
se reconozcan en materiales publicitarios concretos cuya forma externa es diversa. -----------------
Academic opinion has been intent on rejecting that advertising ideas can be protected under copyright laws, but not so on identifying which are the advertising works considered singular copyrightable intellectual creations under article 21 I of the General Advertising Law even though they are distinct from the literary, artistic or scientific works provided in article 10.1 of the Intellectual Property Law. This piece shows that genuine advertising works are what is known in the sector as “creative proposal”, “advertising concept”, “creativity”, and their common essence, namely the “advertising ideas” that shape the advertising message and the thematic and formal resources used to express it with sufficient individuality to be recognized in concrete advertising materials having a different external form
Academic opinion has been intent on rejecting that advertising ideas can be protected under copyright laws, but not so on identifying which are the advertising works considered singular copyrightable intellectual creations under article 21 I of the General Advertising Law even though they are distinct from the literary, artistic or scientific works provided in article 10.1 of the Intellectual Property Law. This piece shows that genuine advertising works are what is known in the sector as “creative proposal”, “advertising concept”, “creativity”, and their common essence, namely the “advertising ideas” that shape the advertising message and the thematic and formal resources used to express it with sufficient individuality to be recognized in concrete advertising materials having a different external form
publication.page.subject
Publicidad , Derecho de autor , Obra protegible mediante derecho de autor , Concepto publicitario , Creatividad y propuesta creativa , Protección de las ideas publicitarias , Advertising , Copyright , Copyrightable works , Advertising concept , Creativity and creative proposal , Protection of advertising ideas
Citation
InDret, 2021, N. 2, pp. 1-24
item.page.embargo
Collections
Ir a Estadísticas
Este ítem está sujeto a una licencia Creative Commons. http://creativecommons.org/licenses/by-nc/4.0/