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随着市场经济的快速发展,现代技术的进步,人们的生活已经步入商品化消费,很多商家为了吸引顾客的注意,利用明星来代言商品,已促进销售量,提高品牌信任度,为此获得更高的利润,这种现象比比皆是,但是它随之而来的是侵权的法律问题,很多商家为一己的便利,未经当事人允许就私自用了他们做代言。研究国内立法,对此未作出具体的规定,就此,本文将会提出人格权商品化概述、人格权商品化民法保护重要性,并提出人格权商品化民法保护制度改善对策。
With the rapid development of market economy, the progress of modern technology, people’s lives have entered the commercialization of consumption, many businesses in order to attract the attention of customers, the use of celebrity endorsements of goods, has promoted sales, increased brand trust, for which Higher profits, abercrombie and fitch, this phenomenon abound, but it is followed by the legal issues of infringement, many businesses for their own convenience, without the permission of the parties to use them as their own endorsements. This article will introduce an overview of the commercialization of personal rights and the importance of the commercialization of personal rights as a civil law, and put forward the countermeasures to improve the commercialized civil law protection system of personality right.