商标法法律事实确定的语境论方法
王太平商标法法律事实确定的语境论方法
The Contextualist Approachto Determiningthe Legal Facts ofthe Trademark Law
期刊名称：《法学研究》
期刊年份：
作者：王太平
单位：
中文关键词：语境论;商标性使用;商标显著性;多因素测试法
英文关键词：contextualism; usage as a trademark; distinctiveness of trademark; multifactor test
中文摘要：
商标权客体的符号属性决定了商标法法律事实进而商标法具有源于符号意义的特殊不确定性。语境具有确定商标符号意义的功能，提高商标法的确定性必须运用以语境为核心的语境论方法。语境论方法是动态的、有机的，不同于静态的、机械的现有商标法符号学分析，它的自觉运用能够更全面彻底地消除商标法法律事实的不确定性，最终提高商标法的确定性。语境的性质、内容和基本要求是语境论方法的核心内容。语境论方法中的语境不是纯粹的客观物理语境，而是结合了消费者心理构造的认知语境，可以分为商品语境与非商品语境。语境论方法中的语境必须是客观的、相关的、普通的、全面的、整体的。运用语境论方法需要经过设定商标法问题、语境的识别、语境的重构及在重构语境下解决商标法问题四个步骤。
英文摘要：
The semiotic attribute of the object of the trademark right determines that the legal facts of the trademark law as well as the trademark law itself has special uncertainty derived from the semiotic meaning. Context has the function of determining the meaning of trademark symbols, so in order to improve the certainty of the trademark law, we must use the context-centered method of contextualism to determine the legal facts. Different from the current static and mechanical semiotic analysis of trademark law, contextualist approach is dynamic and organic. Conscious application of contextualist approach can eliminate the uncertainty of the legal facts of the trademark law more thoroughly and improve the certainty of the trademark law eventually. The nature, content and constitutive conditions of the context are the core contents of the contextualist approach. The context in the contextualist approach is not a purely objective physical context, but a cognitive one combined with the psychological structure of consumers, which can be divided into the commodity context and the non-commodity context. The context in the contextualist approach should be objective, relevant, ordinary, comprehensive and overall. The application of the contextualist approach in the determination of the legal facts can be divided into four steps, namely setting the questions of trademark law, identification of the context, reconstruction of the context, and answering the questions of trademark law in the reconstructed context.
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