Study Of The Role Of Commercialization Issues

Character merchandising involves the use of fictional characters, names, other symbols and etc. in the marketing or advertising of goods or services. The styles of merchandising are complex, the commercial potential is immense, its future is expansive, therefore, we should deeply research character merchandising.Studying by logic and comparison, this article presents the history, present situation, development and all kinds of theories of merchandising and character merchandising ; discusses the forms, sources, traits and etc; and originally discloses the essential of the merchandising i.e. the "domino effect of name character" of famous characters and the second merchandising exploitation. To draw a conclusion, character merchandising is a second merchandising exploitation pattern of "domino effect of name character" implied in the famous characters of the literary works.After discussing the relevant theory, the writer reviews the regulations and prejudications of character merchandising in other jurisdictions from the aspects of designs, copyright, trade marks, competition Act (including passing off) and etc. In addition, this article expatiates the successful experiences about license of character merchandising, and fills the vacancy of the domestic correlative research.Passing through investigation, the writer considers that there are lots of blind spots in the relevant rules of our country, as a result, judiciary practices have been limited seriously. Accordingly, this article refers to the valuable experiences of other jurisdictions, links with the domestic reality, and tries to establish the legal protection mode of character merchandising for our country.