213250 213 ARTS REVIEW, NO. 20, pp.213 250 (2010) Taipei National University of the Arts ISSN: 1015-624

214

LVChanel

fair use1

1 1994

215

()

1997 10

non-national nation-state

Homi Bhabha

nonsensical mimicry and imaginative appropriationtranslation

Linda Hutcheon1995Achill Mbembe1992

Liao 1997, 41-632

Coombe1998postmodernity

mimesis

Coombe

alterity

Coombe Coombe

1998, 167-1703

2 Liao, Ping-Hui1997Postmodern Literature Discourse and Contemporary Public Culture in Taiwan,

Boundary 2, 24, (3)41-63 3 Coombe, Rosemary J.1998The Cultural Life of Intellectual Properties, Authorship, Appropriation,

and the Law, DurhamDuke University Press

216

IntexualityCoombe 1998,

2854

Anthony D. King2004

Stuart Hall1991 Philip Rieff1993

Hall

Rieff

(Coombe 1998, 285)5Hall Rieff

()

Goldstein2000

Goldstein

Goldstein 2000, 156 Smiers

Schijindel2009

Smier and

Schijindel 2009, 157Perelman2002

4 Ibid., 285 5 Ibid., 285 6 Goldstein, Paul2000Copyrights Highway

from Gutenberg to the Celestial Jukebox 7 Smiers, Joost and Marieke van Schijindel2009Image there is no Copyright and no Cultural

Conglomerates tooAmsterdamInstitute of Network Cultures

217

Perelman 2002, 3-98

20049

200510

Section 301 of the Trade Act of 1974, Special 301 Provision, 1988

2001112005

200512

8 Perelman Michael2002Steal This Idea. Intellectual Property Rights and the Corporate Confiscation of CreativityNew YorkPalgrave

9 2004 http://www.copyrightnote.org/crnote/bbs.php?board=2&act=read&id=69(2010/04/02)

10 2005 11 2001 12 2005

http://www.copyrightnote.org/crnote/bbs.php?board=4&act=bbs_read&id=130&reply=130 (2010/04/02)

218

Kembrew McLeod2001

LHOOQ1919

collageready-madesFuturism

SurrealismPop ArtSituationismappropriation

McLeod 200113 1957

58 Diego VelzquezLas Meninas,1656

McLeod Elaine Sturtevant Andy Warhol

Sherrie Levine Mike Bidlo

PollockPicassoBrillo BoxNot WarholBrillo

Boxes, 1969, 1991McLeod 200114Satireparody

plagiarism

Yasumasa Morimura

2006, 120-12415

Murray 2004,

4-1916An Inner Dialogue with 13 McLeod, Kembrew2001Owning Culture: Authorship, Ownership, and Intellectual Property

LawPieterlenPeter Lang Chapter 4: Visual and Sound Collage Versus Copyright and Trademark Law

14 Ibid., 135 15 2006

166 7 120-124 16 Murray, Derek Conrad2004Hip-Hop vs. High Art: Notes on Race as Spectacle, Art Journal, 63(2):

4-19

219

Frida Kahlo, 2001 LV

Roy Lichtenstein Jeff Koons Pink Panther

GarfieldOdie

Dennis Oppenheim 1991

17Andy WarholKeith

HaringWayne ThiebaudMcLeod 2001, 13818

McLeod

T. S.

ElliotThe Waste Land, 1922James JoyceUlysses,1922

William Burrough Naked Lunch, 1959Igor Stravinsky

Intertexuality

McLeod 2001, 139-14119

Smiers Schijindel2009

conglomerate

17 Garcia-Fenech, Giovanni. 2001. The Aldrich Museum consorts with Criminals.

http://artforum.com/new.php?pn=news&week=200119#news782 (2010/04/02 ) 18 McLeod, Kembrew2001Owning Culture, Authorship, Ownership, and Intellectual Property Law

PieterlenPeter Long 19 Ibid., 139-141

220

20

Smiers and Schijndel21Smiers Schijndel cultural expression

Smiers and Schijndel 2009, 922

Smiers Schijndel copyright

right to copy

moral right

Smiers and Schijndel 2009, 1423

Shaughnessy 1986, 1079-111724

20 2003 50 70 21 Smiers, Joost and Marieke van Schijndel2009Imagine there is no copyright and no cultural

conglomerates too... AmsterdamInstitute of Network Cultures

22 Smiers, Joost and Marieke van Schijndel2009 23 Ibid., 14 24 Ibid., 1322

221

44

65 52

30

Robert J. Shaughnessy1986

Shaughnessy 1986, 1079-111725

25 Shaughnessy, Robert J.1986Trademark Parody, A Fair Use and First Amendment Analysis, Virginia

Law Review, 72(6) Sep., 1079-1117

222

26

likelihood-of-confusiontrademark infringement

dilution

Shaughnessy 1986, 109227 Shaughnessy

Shaughnessy 1986, 108128

()

Gary Myers1996parody

Myers 1996, 187-18929

Myers 1996, 19230

26 http://www.greenpeace.org/international/photosvideos/photos/parody-of-esso-logo (2010/04/02

) http://applelog.ru/wp-content/uploads/2007/04/greenpeace_apple.gif (2010/04/02 ) http://www.greenpeace.org/international/photosvideos/photos/greenpeace-s-parody-of-the-log (2010/04/02 )http://www.greenpeace.org/international/campaigns/climate-change/kitkat (2010/04/02 )

27 Shaughnessy1986 28 Ibid., 1081 29 Myers, Gary1996The Lanham Act after Fifty Years, Law and Contemporary Problems, 59 (2)Duke

University School of Law 30 Ibid., 192

223

Myers Mutual of Omaha Insurance Company v. Franklyn Novak

1986

Novak Mutants of Omaha

preliminary injunction31

Parody

200932 Sheldon Mak Rose & Anderson1995

Mutual of Omaha ()Mutant of Omaha

T

Sheldon Mak Rose & Anderson 199533Sheldon Mak Rose & Anderson

naturally JoJocolorfully JoJo

34

24

free-riding

31 http://openjurist.org/775/f2d/247/mutual-of-omaha-insurance-company-v-novak (2010/04/02 ) 32 (nominative fair use)Henry, Linda G.2004Trademark Infringement and

Fair Use Defense, http://www.fenwick.com/docstore/Publications/IP/Trademark_Infringmnt_and_Fair _Use.pdf (2010/04/02 )(comparative fair use)2009http://nctur.lib.nctu.edu.tw/handle/987654321/11225 (2010/04/02)

33 Mak, Sheldon and Rose Anderson1995Parody no Automatic Defense of Trademark Infringement http://www.usip.com/pdf/Article_Trademarks/parodytm.pdf

34 http://www.ey.gov.tw/fp.asp?fpage=cp&isInner=false&mp=1&xItem=27761&ctNode=66

224

1999, 75-10035

97 977 2008

200836

()

Olivier Tailieu2007

dilution

37Bekanntheitsschutz : 14 (2) Nr. 3

MarkenG

38

20

201039

35

199975-100

36 (Tai E International Patent & Law Office), http://www.taie.com.tw/big5/publication.asp?ID=2079&page=22008(2010/04/02 )

37 Tailieu, OliverTrademark Dilution http://legalcatch.wordpress.com/2007/11/03/trademark-dilution-part-i/ http://legalcatch.wordpress.com/2007/11/03/trademark-dilution-part-ii/ (2010/04/02 )

38 http://www.ipwiki.de/markenrecht:bekanntheitsschutz (2010/04/02 ) 39

2010

225

2003 23 1 12 40

2007 23 1 12

blurringdilutionWorld

Intellectual Property OrganizationWIPO 1999 9

WTO Paris Convention on the

Protection of Industrial Property 6 2

200741

2004

2007 42

() 2000 Kitty Hunter

Hello Kitty 1999

Hello Kitty 2005

40

41 2007

http://www.chainye.com/c_law03_detail.asp?ids=9 (2010/04/02 ) 42 2007

http://www.tvbs.com.tw/news/news_list.asp?no=sunkiss20071222121043 (2010/04/02 )

226

Hello Kitty Sanrio

Sanrio Sanrio

43

2006 1,000

44

2009

Starparks Drinks 500

45

2008 The Asia Pacific Contemporary Art FairSHContemporary

Wim Delvoye "Art Farm" LV Louise2004

46

Zevs Giorgio Armani Chanel

Zevs

Armani 674 341.4

47

43 2005http://siurekrek.xanga.com/349415195/item (2010/04/02

) 44 2006

http://weekly.tvbs.com.tw/news/news_list.asp?no=blue20060321125855 (2010/04/02 ) 45 Longvacation2009 KUSO http://www.adj.idv.tw/html/73/t-11273.html

(2010/04/02 ) 46 2008

http://style.sina.com.cn/news/2008-11-07/140623448.shtml (2010/04/02 ) 47 Art Statements Gallery 2009ZEVS Arrested After Liquidated CHANEL Sign In Hong

Konghttp://www.freshnessmag.com/2009/07/13/zevs-arrested-after-liquidated-chanel-sign-in-hong-kong/ (2010/04/02 )

227

() 2001 Mattel Tom Forsythe Tom Forsyth

Food Chain Barbie,1999~

2003 Forsythe

confusiondilution

48

Mattel 49

Louis Vuitton 2008 26 Nadia Plesner

(Darfur) T T

LV simple livingNadia Plesner

LV Copyright Infringement Plesner

LV 50 T Plesner

Guernica, 1937 Darfurnica

2009 LV

Diana Thorneycroft

51

Rainer Maria Rilke1975-1926Rainer

Maria Milka Johann Wolfgang von Goethe, 1749-1832ber allen Gipfeln

48 National Coalition Against Censorship2004Mattel Inc. v. Walking Mountain Productions

http://www.ncac.org/art-law/sum-mattel.cfm (2010/04/02 ) 49 BBC 2004Faces of the WeekBarbie Doll

http://news.bbc.co.uk/2/hi/uk_news/magazine/3857637.stm (2010/04/02 ) 50 New York Magazine 2009Louis Vuitton Tried to Prevent the Nadia Plesner Lawsuit

http://nymag.com/daily/fashion/2008/05/louis_vuitton_tried_to_prevent.html / (2010/04/02 ) / Nadia Plesner Foundation http://www.nadiaplesnerfoundation.org/page/page.php?id=emergency_room_paris (2010/04/02 )

51 Danit Lidor2003Artists Just Wanna Be Free http://www.wired.com/culture/lifestyle/news/2003/07/59501 (2010/04/02 )

228

ist Ruh52 Milka

Milka Muhber allen Wipfeln ist Ruh, irgendwo blkt

eine Kuh. Muh!Milka

BGH GRUR 2005, 583 Lila Postkarte, 2002 200553

Kunstfreiheit

Kunstfreiheit

parody

()

Leslie J. Lott Brett M. Hutton

Lott Hutton

1.2.3.

54

52 ber allen Gipfeln Ist Ruh', In allen Wipfeln Sprest Du Kaum einen Hauch; Die Vgelein

schweigen im Walde Warte nur, balde Ruhest Du auch.(1813) 53 GRUR2005Humorvoller markenmssiger Gebrauch einer bekannten Marke

http://www.uni-konstanz.de/FuF/Jura/fezer/GRUR2005-583.pdf (2010/04/02 ) 54 Leslie J. Lott and Brett M. HuttonTrademark Parody

http://www.lfiplaw.com/articles/trademark_parody.htm (2010/04/02 )

229

107 55

Lerner Bresler2005

Hieronymus Bosch

The Garden of Earthly Delights, 1500-1505Francisco Jos

de Goya y LucientesWilliam Hogarth

Jacques-Louis DavidThe Death of Marat, 1793Honor Daumier

1937Birmingham

Race Riot, 1964Lerner and

Bresler 2005, 887-100556Lerner Bresler The First Amendment

(2005, 887-100557

1972

enjoy Cocaine T

Coca-Cola Co. v. Gemini Rising, Inc., 197258

Tom Forsythe Mattel

2005, 96159

55 107 Limitations on Exclusive Rights: Fair Use, fair use of a copyrighted work,

including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright.

56 Lerner, Ralph E. and Judith Bresler2005First Amendment RightsArt Law : The Guide for Collectors, Investors, Dealers, and Artists, New York : Practising Law

57 Ibid., 929-931 58 http://cyber.law.harvard.edu/metaschool/fisher/domain/tmcases/coca.htm 59 Lerner, Ralph E. and Judith Bresler2005

230

Rebecca Tushnet2004

Tushnet

Tushnet 2004, 535-59060

adoptionderivative

61Tushnet

transformative

Tushnet 2004, 549-55262

Rosemary J. Coombe1998

Coco-cola

Xerox Tempo Hoover

Coombe 1998, 7963

bland feminine vacuousness

Coombe 1998, 66-6764

60 Tushnet, Rebecca2004Copy This Essay: How Fair Use Doctrine Harms Free Speech and How

Copying Serves It, The Yale Law Journal, 114 (3), Dec., 535-590 61 Ibid., 545 62 Ibid., 549-552 63 Coombe, Rosemary J.1998 64 Ibid., 66-67

231

2001

2004, 219-25365

()

()

1997, 111-15266

mimicryhybridityambivalence

appropriation, catachresis

65 200454219-253 66 1997

232

//

/

67

synecdoche

Aschcroft 1998, 56-7068

200669

()

LV

LV LV

2004,

219-25370

LV

67 2003 68 Ashcroft, Bill, Gareth Griffiths and Helen Tiffin1998The

Empire Writes Back: Theory and Practice in Post-Colonial Literatures 69 2006

70 200454219-253

233

LV

2004, 23871

Ibid.,

24072

2004, 573

1990

2004, 46-4774 2004,

10875

2004,

98-9976

71 Ibid., 238 72 Ibid., 240 73 2004 1970-2004 74 Ibid., 4667 75 Ibid., 108 76 Ibid., 3598-99

234

() Tom Forsythe Food Chain Barbie, 1999()

feminine

1 Tom Forsythe, Blended Mermaids, Food Chain Barbie

Heidi Cody Fast Pitch2002 2

Mister Donut M&M 77

77 http://wiki.answers.com/Q/What_do_Heidi_Cody_symbols_in_American_Alphabet_mean

235

2Heidi Cody, Fast Pitch, 20

Diana Thorneycroft"Goofy," "Mickey," "Bert," "Barney," "Pinky," "Bart"2001-2

3

78

Nadia Plesner Simple Living, 2008 4 Meryl Smith

Excessory Baggage, 2008 LV

LV

excess + accessory +

78 http://www.dianathorneycroft.com/collection-fifty-ways.php

236

4 Nadia Plesner, Simple Living, 2008

3 Diana Thorneycroft Mouse, Boy,

Dog, Man, White Mouse, Man

with Large Nose, 2001-2

237

Zevs Liquidated Logos, 2009 5

LVChanel UBS Google

Zevs Amani Chanel

Zevs

visual kidnapping

79

5 Zevs, Liquidated Logos, 2009

6 Banksy, Ronald McDonald, 2009, Justin Staple

79

238

Banksy Bristol

Ronald McDonald2009

6Banksy

()

51993 Charles Demuth I

Saw the Figure 5 in Gold1928

2004 7

7 2004

8 Fleshy Fairytale2009

239

Fleshy Fairytale

2009 8

!How Brave2008~

9

2009 10

102009

2008Nike

9

How Brave2008~

240

2008 11

80

122009 Rabbit eat radish, not battery2008 Duracell

The World of Fatigue, 2009 12

101 101

80

112008

241

Farfur, the Martyr, 2008 13 Hamas Al-Aqsa TV

Tomorrow's Pioneers

200981Super Heros

SupermanSpiderman

911 2008-2009

14

13 2008 14 Super Heros2009

81 2009202

102-104

242

Perelman2002, 26-27

82

Karl Gerth 2007

1905

Gerth 2007, 129-13583 Gerth

15 CamelCartierChanelCoca ColaChristian DiorWalter Disney

82 Perelman, Michael 2002 Steal This Idea. Intellectual Property Rights and the Corporate

Confiscation of CreativityNew YorkPalgrave 83 Gerth, Karl2007(China Made: Consumer Culture and the

Creation of the Nation)

15

2005

243

GilletteGucciLVMarlboroPepsiRolexSwatchVisa WTO

2007

84

Coombe1998

Homi Bhabha

mimesis and alterity

Coombe 1998, 190-19185

Louis Vuitton LV

LV2007 16

LV LV

84 Reuters2007Starbucks may be forbidden at China Palace Museumhttp://www.reuters.com/article/idUSSP27852120070118 85 Coombe, Rosemary J.1998The Cultural Life of Intellectual Properties, Authorship, Appropriation, and the LawDurham Duke University Press

244

16 LV2007

WTO

245

2001

2003

1994

1997

111-152

Ashcroft, Bill, Gareth Griffiths and Helen Tiffin1998

(The Empire Writes Back: Theory and Practice in Post-Colonial Literatures)

Gerth, Karl2007(China Made: Consumer Culture

and the Creation of the Nation)

Goldstein, Paul2000(Copyrights

Highway from Gutenberg to the Celestial Jukebox)

Coombe, Rosemary J. 1998, The Cultural Life of Intellectual Properties, Authorship,

Appropriation, and the Law. Durham: Duke University Press.

King, Anthony D., 2004, Spaces of Global Cultures: Architecture Urbanism Identity. London:

Routledge.

Lerner, Ralph E. and Judith Bresler, 2005, Art law : the guide for collectors, investors, dealers,

and artists, New York City : Practising Law Institute.

McLeod, Kembrew, 2001, Owning Culture: Authorship, Ownership, and Intellectual Property

Law. Pieterlen: Peter Lang Publishing.

Perelman, Michael, 2002, Steal This Idea. Intellectual Property Rights and the Corporate

246

Confiscation of Creativity, New York, Palgrave.

Smiers, Joost and Marieke van Schijndel, 2009, Imagine there is no copyright and no cultural

conglomerates too..., Amsterdam: Institute of Network Cultures.

1999

75-100

2009202

7 102-104

2004 54 219-253

2006

166 7 120-124

Liao, Ping-Hui. 1997. Postmodern Literature Discourse and Contemporary Public Culture in

Taiwan. Boundary 2, 24 no. 3: 41-63.

Murray, Derek Conrad. 2004. Hip-Hop vs. High Art: Notes on Race as Spectacle. Art Journal, 63,

no. 2: 4-19.

Myers, Gary. 1996. The Lanham Act after Fifty Years. Law and Contemporary Problems, 59, no.

2: 181-21.

Shaughnessy, Robert J.. 1986. Trademark Parody, A Fair Use and First Amendment Analysis.

Virginia Law Review, 72, no. 6: 1079-1117

Tushnet, Rebecca. 2004. Copy This Essay: How Fair Use Doctrine Harms Free Speech and How

Copying Serves It. The Yale Law Journal, 114, no. 3: 535-590

2004 1970-2004

2005

247

2007

http://www.chainye.com/c_law03_detail.asp?ids=9

2009

http://nctur.lib.nctu.edu.tw/handle/987654321/11225

(Tai E International Patent & Law Office)2008

http://www.taie.com.tw/big5/publication.asp?ID=2079&page=2

2007

http://www.tvbs.com.tw/news/news_list.asp?no=sunkiss20071222121043

2006

http://weekly.tvbs.com.tw/news/news_list.asp?no=blue20060321125855

2004

http://www.copyrightnote.org/crnote/bbs.php?board=2&act=read&id=69

2005

http://www.copyrightnote.org/crnote/bbs.php?board=4&act=bbs_read&id=130&reply=130

20103/10

http://www.finetpat.com.tw/Chinese/default.asp?Act=NewsDetails&ID=2610

2008

http://style.sina.com.cn/news/2008-11-07/140623448.shtml

2005http://siurekrek.xanga.com/349415195/item

Longvacation2009 KUSO

http://www.adj.idv.tw/html/73/t-11273.html

Art Statements Gallery, 2009, ZEVS Arrested After Liquidated CHANEL Sign In Hong

Kong.

http://www.freshnessmag.com/2009/07/13/zevs-arrested-after-liquidated-chanel-sign-in-h

ong-kong/

BBC. 2004. Faces of the WeekBarbie Doll

248

http://news.bbc.co.uk/2/hi/uk_news/magazine/3857637.stm

Henry, Linda G..2004. Trademark Infringement and Fair Use Defense.

http://www.fenwick.com/docstore/Publications/IP/Trademark_Infringmnt_and_Fair_Use.pdf

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Greenpeace. 2004.

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2007. http://applelog.ru/wp-content/uploads/2007/04/greenpeace_apple.gif

http://www.greenpeace.org/international/photosvideos/photos/greenpeace-s-parody-of-the-logo

http://www.greenpeace.org/international/campaigns/climate-change/kitkat

GRUR. 2005. http://www.uni-konstanz.de/FuF/Jura/fezer/GRUR2005-583.pdf

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Infringement. http://www.usip.com/pdf/Article_Trademarks/parodytm.pdf

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http://legalcatch.wordpress.com/2007/11/03/trademark-dilution-part-i/

http://legalcatch.wordpress.com/2007/11/03/trademark-dilution-part-ii/

http://www.ipwiki.de/markenrecht:bekanntheitsschutz

http://openjurist.org/775/f2d/247/mutual-of-omaha-insurance-company-v-novak

249

http://cyber.law.harvard.edu/metaschool/fisher/domain/tmcases/coca.htm

.

http://wiki.answers.com/Q/What_do_Heidi_Cody_symbols_in_American_Alphabet_mean

. http://www.dianathorneycroft.com/collection-fifty-ways.php

250

A Study of Legal Issues Regarding the Parody of Business Trademarks in Artwork Wu, Chieh-Hsiang Assistant Professor, Department of Art

National Changhua University of Education

Abstract

Assistant Professor of National Changhua University of Education, Department of Art

Many Taiwanese artists applied trademarks or images of corporations, and most of these

trademarks belong to multinational corporations. Hitherto no Taiwanese artist has been sued for

using trademarks but some designers using business trademarks were warned and asked to

withdraw their works or erase the trademarks from their works. The usage of trademarks brings

different effects, depending on the creator's motives and styles. Different to the purposes of

emphasizing their identifiability and consumers' recognition, trademarks used in art usually are

the criticism on social issues by the artists. Some court decisions about disputes over trademark

appropriation in the U.S. and in Europe have activated various studies which provide valuable

legal and academic opinions. In Taiwan, appropriation of trademarks not only involves legal

disputes but also brings forth issues regarding the right to discourse of a society adhering to

dominant cultures. This study starts from an overview of intellectual property right, along with the

development and enaction of intellectual property laws in Taiwan. Then, it investigates the

connotation of trademark parody and its meanings to free speech. Cases throughout the world are

discussed to further the exploration of the relationship between trademark parody and the right to

discourse for Taiwanese artists, considering the peculiar cultural and historical status of Taiwan.

Keywordstrademarks law, trademark parody, right to discourse, freedom of art expression