The Analysis Report On The "Zhenlong" Advertising Solicitation Copyright Dispute

The advertising language is a propaganda term which is introduced to the public through various media and posters in the form of goods, culture, entertainment and other services. It is short, lean, purposive, and easy to understand, so it can guide consumption, and is favored by the majority of sellers. The number of advertising solicitation language case is increasing, but the laws and regulations are not perfect, and the contradictions and disputes are becoming prominent. The Academia has different views on such problems. The judiciary applicable laws and regulations have various solutions to such problems. Consequently, such cases can not be effectively addressed explicitly.This paper analyzed the first case of Chinese advertising slogan copyright dispute-the "ZhenLong" advertising language copyright dispute, and extracted the focus of debate and different viewpoints. At last, this paper provided substantive recommendations on the solution of these issues.This paper is composed of five parts as follows:The first two parts introduced the fact of the case. Then the following three parts explained the controversy that existed in this case, analyzed the focus from several major aspects, and gave the substantive recommendations. The cases are focused on, the ownership of copyright and the right to amend the identification. The legal nature of the collection of advertising terms is mainly focused on the commissioned works, the reward offer, and the solicitation of an offer. Each has its own argumentations. The dispute on the copyright ownership is that each party acclaims his copyright ownership. Some scholars claim that the copyright belongs to the solicitation, and some believe that the copyright belongs to the candidates. The rest believe that there exist personal rights and economic rights. Based on the illustration and explanation of the viewpoints on these disputes from these famous scholars, substantive personal proposals are put forward. That is, the copyright of activity which concerns the solicitation of advertising terms should be protected from multi-facet such as legislation, and different parties in order to avoid unnecessary conflicts. When such a problem happens again, we can get solutions directly from laws.