The Research Of Personality Identity Commercialization Problem

With the development of information communication technology and the change of our consumption idea, the personality of people’s identity value is becoming more and more important. The use of people’s personality logo for advertising goods has become a very important business. In the traditional legal, personality right doesn’t have commercial properties. But with the development of economic and the progress of science and technology, people’s name, portrait,sound are used in the commercial activity frequently, the personality may not be materialized is broken.There are four parts in the passage. Firstly, the passage introduces what is the personality identity, what is the commercialization and the nature of the personality identity commercialization. Secondly, the passage introduces the case of Lifushou. Thirdly, the passage introduces the protected mode of The United States and Germany. At the Last, the passage introduces why we want to protect the personality identity commercialization and what the protected mode should be used.