{"id":9187,"date":"2026-01-11T19:06:21","date_gmt":"2026-01-11T17:06:21","guid":{"rendered":"https:\/\/inprojournal.org\/?page_id=9187"},"modified":"2026-02-03T23:14:01","modified_gmt":"2026-02-03T21:14:01","slug":"2022-2-4","status":"publish","type":"page","link":"https:\/\/inprojournal.org\/en\/2022-2-4\/","title":{"rendered":"2022-2-4"},"content":{"rendered":"\n

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Theory and practice of intellectual property
\u2116 2 \/ 2022<\/p>\n\n\n\n

ISSN (Print) 2308-0361
ISSN (Online) 2519-2744<\/p>\n\n\n\n

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\"\" PDF (Ukrainian)<\/a><\/div>\n<\/div>\n\n\n\n
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DOI: https:\/\/doi.org\/10.33731\/22022.259742<\/a><\/p>\n\n\n\n

Published \u00a0\u00a0\u00a0\u00a0\u00a02022-06-23<\/p>\n\n\n\n

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Advertising as an object of copyright<\/strong><\/p>\n\n\n\n

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Nadiia Fedorova<\/strong>
Ukraine
https:\/\/orcid.org\/0000-0001-5490-1259<\/a><\/p>\n\n\n\n

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Abstract
<\/strong>The article reveals questions regarding such a complex object of copyright as advertising. The current legislation and judicial practice are analysed, it is substantiated that advertising elements should be characterized by signs of originality, uniqueness, and uniqueness.<\/p>\n\n\n\n

As a rule, advertising combines several objects of copyright at once. At the same time, each separate part of the work (advertising video) can be used independently and is considered as a work and is protected in accordance with the Law of Ukraine \u00abCopyright and Related Rights\u00bb. Given the above, advertising is considered as a com-
plex, multi-layered object of copyright, which includes various independent objects \u2014 elements of it. At the same time, in the case of creating advertising as a complex object, it is assumed that intellectual property rights must be transferred to all copyright objects that are part of it.<\/p>\n\n\n\n

Copyright objects what can be used in advertising are usually: drawings, animations, photographs, musical accompaniment, video, design, font, etc.<\/p>\n\n\n\n

Separate interest as an object of copyright deserves such a component of advertising as a \u00abslogan\u00bb. However, Ukrainian legislation does not establish special requirements for the use and protection of slogans in advertising.<\/p>\n\n\n\n

It is determined that individual elements of advertising can receive independent legal protection both by copyright (in particular, drawings, animations, photographs, musical accompaniment, fonts, design), and outside of copyright. For example, an advertising slogan, the subject to the requirements of the law, may acquire legal protection as a sign for goods and services. At the same time, such legal protection of individual elements of the internal structure of advertising does not change its protection as an integral object of copyright, but can serve as an additional guarantee of the protection and protection of advertising in the event of a conflict of interest requiring a judicial decision.<\/p>\n\n\n\n

Keywords: <\/strong>advertising, advertising elements, copyright, advertising structure<\/p>\n\n\n\n

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References<\/strong><\/p>\n\n\n\n

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\u041f\u043e\u0440\u044f\u0434\u043e\u043a \u043d\u0430\u043a\u043b\u0430\u0434\u0430\u043d\u043d\u044f \u0448\u0442\u0440\u0430\u0444\u0456\u0432 \u0437\u0430 \u043f\u043e\u0440\u0443\u0448\u0435\u043d\u043d\u044f \u0437\u0430\u043a\u043e\u043d\u043e\u0434\u0430\u0432\u0441\u0442\u0432\u0430 \u043f\u0440\u043e \u0440\u0435\u043a\u043b\u0430\u043c\u0443 : \u043f\u043e\u0441\u0442\u0430\u043d\u043e\u0432\u0430 \u041a\u0430\u0431\u0456\u043d\u0435\u0442\u0443 \u041c\u0456\u043d\u0456\u0441\u0442\u0440\u0456\u0432 \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432\u0456\u0434 26 \u0442\u0440\u0430\u0432\u043d\u044f 2004 \u0440. \u041e\u0444\u0456\u0446\u0456\u0439\u043d\u0438\u0439 \u0432\u0456\u0441\u043d\u0438\u043a \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 2004. No 21. \u0421\u0442. 1440.<\/p>\n\n\n\n

\u041f\u0440\u043e \u0430\u0432\u0442\u043e\u0440\u0441\u044c\u043a\u0435 \u043f\u0440\u0430\u0432\u043e \u0456 \u0441\u0443\u043c\u0456\u0436\u043d\u0456 \u043f\u0440\u0430\u0432\u0430 : \u0417\u0430\u043a\u043e\u043d \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432\u0456\u0434 23 \u0433\u0440\u0443\u0434\u043d\u044f 1993 \u0440. \u0412\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0412\u0435\u0440\u0445\u043e\u0432\u043d\u043e\u0457 \u0420\u0430\u0434\u0438 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 1994. No 13. \u0421\u0442. 64.<\/p>\n\n\n\n

\u041f\u0440\u043e \u0437\u0430\u0445\u0438\u0441\u0442 \u0432\u0456\u0434 \u043d\u0435\u0434\u043e\u0431\u0440\u043e\u0441\u043e\u0432\u0456\u0441\u043d\u043e\u0457 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0456\u0457 : \u0417\u0430\u043a\u043e\u043d \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432\u0456\u0434 7 \u0447\u0435\u0440\u0432\u043d\u044f 1996 \u0440. \u0412\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0412\u0435\u0440\u0445\u043e\u0432\u043d\u043e\u0457 \u0420\u0430\u0434\u0438 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 1996. No 36. \u0421\u0442. 164.<\/p>\n\n\n\n

\u041f\u0440\u043e \u0440\u0435\u043a\u043b\u0430\u043c\u0443 : \u0417\u0430\u043a\u043e\u043d \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432\u0456\u0434 3 \u043b\u0438\u043f\u043d\u044f 1996 \u0440. \u0412\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0412\u0435\u0440\u0445\u043e\u0432\u043d\u043e\u0457 \u0420\u0430\u0434\u0438 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 1996. No 39. \u0421\u0442. 181.<\/p>\n\n\n\n

\u041f\u0440\u043e \u0442\u0435\u043b\u0435\u0431\u0430\u0447\u0435\u043d\u043d\u044f \u0456 \u0440\u0430\u0434\u0456\u043e\u043c\u043e\u0432\u043b\u0435\u043d\u043d\u044f : \u0417\u0430\u043a\u043e\u043d \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432\u0456\u0434 21.12.1993 \u0440. \u0412\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0412\u0435\u0440\u0445\u043e\u0432\u043d\u043e\u0457 \u0420\u0430\u0434\u0438 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 1994. No 10. \u0421\u0442. 43 (\u0443 \u0440\u0435\u0434\u0430\u043a\u0446\u0456\u0457 \u0417\u0430\u043a\u043e\u043d\u0443 \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u0432i\u0434 12.01.2006). \u041e\u0444\u0456\u0446\u0456\u0439\u043d\u0438\u0439 \u0432\u0456\u0441\u043d\u0438\u043a \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 2006 \u0440. No 7. \u0421\u0442. 339.<\/p>\n\n\n\n

\u0421\u0443\u0434\u043e\u0432\u0430 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430 \u0421\u0443\u0434\u0443 \u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u043e\u0433\u043e \u0421\u043e\u044e\u0437\u0443 \u0443 \u0441\u0444\u0435\u0440\u0456 \u0456\u043d\u0442\u0435\u043b\u0435\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u043e\u0457 \u0432\u043b\u0430\u0441\u043d\u043e\u0441\u0442\u0456. \u041a\u0438\u0457\u0432, 2016. 2020 \u0441.<\/p>\n\n\n\n

\u0423\u0433\u043e\u0434\u0430 \u043f\u0440\u043e \u0441\u043f\u0456\u0432\u0440\u043e\u0431\u0456\u0442\u043d\u0438\u0446\u0442\u0432\u043e \u0434\u0435\u0440\u0436\u0430\u0432-\u0443\u0447\u0430\u0441\u043d\u0438\u0446\u044c \u0421\u041d\u0414 \u0443 \u0441\u0444\u0435\u0440\u0456 \u0440\u0435\u0433\u0443\u043b\u044e\u0432\u0430\u043d\u043d\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0432\u0456\u0434 19.12.2003 \u0440.
https:\/\/zakon.rada.gov.ua\/laws\/show\/997_748#Text<\/a><\/p>\n\n\n\n

\u0423\u043b\u044c\u044f\u043d\u043e\u0432\u0430 \u0413. \u041e. \u0417\u0430\u0445\u0438\u0441\u0442 \u043f\u0440\u0430\u0432 \u0442\u0432\u043e\u0440\u0446\u0456\u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0438 \u0432\u0456\u0434 \u043d\u0435\u043f\u0440\u0430\u0432\u043e\u043c\u0456\u0440\u043d\u043e\u0433\u043e \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u043c\u0430\u0442\u0435\u0440\u0456\u0430\u043b\u0456\u0432. \u041d\u0430\u0443\u043a\u043e\u0432\u0456 \u043f\u0440\u0430\u0446\u0456 \u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0423\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442\u0443 \u00ab\u041e\u0434\u0435\u0441\u044c\u043a\u0430 \u044e\u0440\u0438\u0434\u0438\u0447\u043d\u0430 \u0430\u043a\u0430\u0434\u0435\u043c\u0456\u044f\u00bb : \u0437\u0431. \u043d\u0430\u0443\u043a. \u043f\u0440\u0430\u0446\u044c \/ \u0440\u0435\u0434\u043a\u043e\u043b.: \u0412. \u041a\u0456\u0432\u0430\u043b\u043e\u0432, \u041c. \u0414\u0440\u044c\u043e\u043c\u0456\u043d, \u041f. \u0410\u043b\u0435\u043d\u0456\u043d. \u041e\u0434\u0435\u0441\u0430 : \u042e\u0440\u0438\u0434. \u043b-\u0440\u0430, 2012. \u0422. 12. \u0421. 360\u2212369.<\/p>\n\n\n\n

\u0426\u0438\u0432\u0456\u043b\u044c\u043d\u0438\u0439 \u043a\u043e\u0434\u0435\u043a\u0441 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. \u0412\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0412\u0435\u0440\u0445\u043e\u0432\u043d\u043e\u0457 \u0420\u0430\u0434\u0438 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. 2003. No 40\u221244. \u0421\u0442. 356.<\/p>\n\n\n\n

\u0428\u0438\u0448\u043a\u0430 \u041e. \u0420. \u0414\u043e\u0433\u043e\u0432\u0456\u0440 \u043d\u0430 \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u0442\u0430 \u0440\u043e\u0437\u043f\u043e\u0432\u0441\u044e\u0434\u0436\u0435\u043d\u043d\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u0438 : \u0434\u0438\u0441. \u2026 \u043a\u0430\u043d\u0434. \u044e\u0440. \u043d\u0430\u0443\u043a. \u0425\u0430\u0440\u043a\u0456\u0432, \u041d\u0430\u0446. \u0443\u043d\u0456\u0432-\u0442 \u0432\u043d\u0443\u0442\u0440. \u0441\u043f\u0440\u0430\u0432, 2005. 216 \u0441.<\/p>\n\n\n\n

Marcus Hopperger. Slogans as Trademarks \u2013 European and French Practice. Wipo Magazine.
https:\/\/www.wipo.int\/wipo_magazine\/en\/2010\/02\/article_0007.html<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Theory and practice of intellectual property\u2116 2 \/ 2022 ISSN (Print) 2308-0361ISSN (Online) 2519-2744 DOI: https:\/\/doi.org\/10.33731\/22022.259742 Published \u00a0\u00a0\u00a0\u00a0\u00a02022-06-23 Advertising as an object of copyright Nadiia FedorovaUkrainehttps:\/\/orcid.org\/0000-0001-5490-1259 AbstractThe article reveals questions regarding such a complex object of copyright as advertising. The current legislation and judicial practice are analysed, it is substantiated that advertising elements should be […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-9187","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/comments?post=9187"}],"version-history":[{"count":2,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9187\/revisions"}],"predecessor-version":[{"id":9189,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9187\/revisions\/9189"}],"wp:attachment":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/media?parent=9187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}