Интелектуална собственост при рекламната комуникация в радио- и телевизионните програми
Intellectual Property in Advertising Communication in Radio and Television Programs

Author(s): Diliana Kirkovska
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: advertising; advertising appeal; creative sign; intellectual property; trademark
Summary/Abstract: Advertising as commercial action is marketing communication, which in radio and television organizations makes a significant contribution to the financial development and sustainability of the media as creative enterprises and business entities. Various types of commercial communications, the most widely used of which is advertising, are a major source of funding for media service providers. This text aims to trace the presence of the concept of “advertising” in various Bulgarian laws, how it is defined as commercial and marketing communication, with the main focus being the presence of essential elements of intellectual property in the definitions of advertising. Undoubtedly, such an essential element is the trademark as a unique creative sign, also a logo/sloganand other distinctive identifying signs of commercial communication. In media advertisements is the possibility of accumulating protection for objects of intellectual property, both as artistic ones and through the means of industrial property.

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