Pizza és opera – a reklámok szerzői jogi megközelítése
Pizza and opera – a copyright law approach to advertising

Summary/Abstract: The study examines the connection between copyright and advertising. The domestic legal framework provides the background for the analysis, so we review the related legislation, primarily the copyright law, as well as the expert opinions of the Hungarian Copyright Expert Board. The study analysis of the copyright characteristics of the works commissioned for the purpose of advertising, so in particular the presentation of the presence or absence of originality and individual character of the work and shows the problematic of the idea. The second half of the study deals with the display of existing, originally non-advertising works in advertisements. In this area, we also deal with the use of musical works for advertising purposes, the relationship between characters and merchandising in advertising, and the display of details of film works in advertisements. Given the development of artificial intelligence and its use in the advertising industry, a brief overlook about the relationship is demonstrated. As the last unit, the most important issues related to the integrity of the work within the framework of advertisement can be read.

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