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商标的功能属商标法基本理论范畴,也是商标侵权问题研究的基础。商标的广告宣传功能虽已受到学界认可,但学界对于这一功能的内涵认识不一,概括而言,主要包括两方面观点:其一,作为广告工具的商标广告宣传功能;其二,商标自身的广告宣传功能。本文认为,商标的广告宣传功能仅包含商标自身的广告宣传功能。
The function of trademark is the category of the basic theory of trademark law, which is also the basis for the study of trademark infringement. Although the advertising function of trademark has been recognized by the academic circles, the academic circles have different understandings on the connotation of this function. In general terms, they mainly include two aspects: first, the trademark advertising function as an advertising tool; secondly, the trademark itself Advertising function. This paper argues that the trademark’s advertising function only contains the trademark’s own advertising function.