论商标法上的美学功能性——以美国法为分析中心-on aesthetic function in trademark law —— focusing on american law.docxVIP

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论商标法上的美学功能性——以美国法为分析中心-on aesthetic function in trademark law —— focusing on american law.docx

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论商标法上的美学功能性——以美国法为分析中心-on aesthetic function in trademark law —— focusing on american law

AbstractAs a useful theory preventing anti-competitive effect of trademark protection, functionality doctrine has been generally accepted by the trademark law worldly. Traditionally, if a product feature or design helps the utility of products in the mechanical sense, it is considered functional, thus can not get trademark protection. This kind of functionality is called utilitarian functionality. With the development of functionality doctrine, there comes another concept- aesthetic functionality. So, what is aesthetic functionality, what value does aesthetic functionality have, how to apply aesthetic functionality in practice. To sort out these problems, we would walk into the theory?s birthplace - the United States. This paper tries to make a preliminary study of aesthetic functionality centering on American Law. The paper is divided into five parts:Part I introduces the concept and two types of aesthetic functionality. Currently, there are two kinds of aesthetic functionality in American, positive or affirmative aesthetic functionality and defensive aesthetic functionality. Through the criticism of defensive aesthetic functionality, this paper clarifies the true state of aesthetic functionality.Part II describes the development process of aesthetic functionality in American. The aesthetic functionality is developed along with many cases, in this part, I will select some important cases to show the theory? birth, development, depression, regeneration and recent application.Part III analyzes the theoretical basis of the aesthetic functionality. Aesthetic functionality meets the policy of functionality doctrine, and it is an effective tool for the protection of market competition. The policy Aesthetic functionality purports to serve can not be performed by the existing distinctiveness requirement. The fact that vast majority of the Federal Circuit Court of Appeals and the United States Patent and Trademark Office have accepted the notion of aesthetic functionality c