"This is the most distracted advertisement I've ever seen. It's simply the ceiling in the advertisement." On May 21, Xiaoman in the 24 solar terms, an Audi advertisement shot by Andy Lau, attracted praise from all outlets with its direct copy and excellent production.
But just one day later, the advertisement was hurried off the shelves amid the controversy of suspected plagiarism. In the video released by the blogger "Peking University Man Ge", the copy of Audi's advertisement almost copied his work released last year.
In the past, major enterprises' marketing "rollover" events were not uncommon. On May 23, a Honda advertising idea was also accused of stealing other people's experience. But like Audi advertising, it is rare that the reversal comes so fast and the "gap" is so huge.
Everyone lamented that as an important advertisement of a well-known car enterprise, it could make such a low-level mistake; What everyone doubts is that Audi's audit mechanism for advertising seems to have failed; We regret that the copyright awareness of advertising creators is too weak.
Over the past few years, China's achievements in the field of intellectual property protection have been obvious to all. With the improvement of laws and regulations and the improvement of copyright protection awareness, the protection of intellectual property rights in music, video, pictures and other aspects is becoming more and more perfect. Video can not be transmitted freely, and pictures can not be used freely. It is becoming common sense. This is also the basis for the normal development of relevant enterprise business.
By June 1, the revised copyright law of the people's Republic of China will have been implemented for one year. In addition to adjusting and revising the definition and description of rights, the new version of the copyright law has also greatly strengthened the crackdown on infringement. Based on this, when the law was implemented last year, it attracted great attention in the industry.
In the reporter's previous interview, many practitioners said that the new copyright law provides a stronger legal support for copyright protection and is very beneficial to copyright protection.
However, it is not enough to rely solely on law to protect intellectual property rights. No matter how perfect the law is, it can not cover all situations and solve all problems. Especially compared with music, pictures and videos, the protection of copywriting creativity has always been a difficult problem.
In this Audi advertising event, the copy created by "man ge of Peking University" is only more than 200 words. According to the current law, works created in words, numbers or symbols, including novels, prose, poetry, script outline and copywriting planning, can apply for copyright registration.
However, in practice, copywriting works usually apply for copyright registration together with other creative achievements, and few people will apply for registration alone for a copywriting.
At the technical level, compared with the infringement of videos and pictures, the infringement of copywriting content such as plagiarism and handling is also more difficult to detect. In addition, the infringement of copywriting works sometimes involves the problem of definition. For example, in the copywriting of "man ge of Peking University", the first half of the content is also considered to belong to common sense of life, not all created by him.
In other cases, the infringed may be an idea, idea, or even a life experience or story. Obviously, the current legal framework is still difficult to comprehensively protect the ideological content.
However, outside the law, we actually have many "tools". To be sure, even if the infringement occurs at the ideological level, it will also lead to widespread criticism and even brand image crisis.
This also shows that the best way to protect intellectual property is to continuously improve the participants' awareness of intellectual property protection. When the society truly forms an atmosphere of respecting intellectual property rights, intellectual property infringement can disappear.
