Should Copyright Law Protect Advertising Slogans?

摘要

Advertisements may have different motives in their creation process but it is impossible to deny that they are important outcomes of intellectual creations. Advertising slogans are an important component of advertising activities, and while some of these can be protected by trade mark law, this article focuses on the potential copyright aspect of advertising slogans. On the one hand, these are different from other types of copyright works as they are significantly shorter; on the other hand, some of them are capable of conveying ideas and emotions. In this article, arguments for and against providing copyright protection to advertising slogans are discussed.