패러디 광고에 나타난 미술작품 활용과 저작권 침해 연구 = A study on the use of art works in parody advertising and copyright infringement

다국어 초록 (Multilingual Abstract)

Today numerous images conveyed through advertising play a role of media to lead to product consumption immediately by stimulating consumers`` purchasing desire. As parody advertising employing famous art works gives popularity and authority to advertising original works have, it can interact with customers in an easier way so it often appears in association with masstige (a compound word of mass and prestige product) etc. Particularly, since it fabricates the original works in intentional ways such as satire·criticism·humor and the like, it has advantages of expanding interest and connecting a given product to consumers naturally. Recently, masterpieces which were treated as barbershop pictures are used for PR advertising of major companies, and art works applying famous paintings often become the second works to be used. However, since parody advertising uses the existing works without permission or the key parts of the original works are copied or modified in many cases, it``s easy to be faced with copyright violation lawsuit. Therefore, Parody has conflicting evaluations that it is creative production with cultural value, and at the same time it is illegal violation to infringe copyright of the original works. In this point, it``s essential to go through just rights and procedures in relation to the commercial use of the original works for parody advertising to meet the purpose of copyright system of cultural elevation and development. For this advertising designers must recognize criteria for defining parody allowed by copyright law from the perspective of ‘fair use’.

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