The commercialisation of the celebrity brand and the exploitation thereof

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dc.contributor.authorBester, Lukas Marthinusen_ZA
dc.date.accessioned2016-07-26T12:21:16Z
dc.date.available2016-07-26T12:21:16Z
dc.date.issued2016en_ZA
dc.description.abstractCelebrities' prominence in our daily lives cannot be underestimated. It is therefore quite hard to imagine that little has been written about the confluence of celebrity and the law. Celebrity law, particularly the mercantile element thereof, deserves greater attention. Celebrity's freely use their image to make money - these actions must be governed by an established body of law. The law must assist the celebrity in his commercial activities and must offer safety nets for when others unfairly exploit his celebrity brand. The topic will be divided into five points of discussion. First, the commercialisation of the celebrity brand will be discussed. Secondly, we will take a closer look at image rights. Thirdly, the delictual claim of passing off as it pertains to celebrities will be discussed. Fourthly, trade marked celebrities will be considered. And finally our focus will be drawn to the personality right of reputation and how it can be influential for the capitalist celebrity's sake. It is imperative to fully understand the celebrity phenomenon. Through the ages humankind has naturally sought out leaders in an array of fields. We need to grapple with the oddity of this phenomenon to understand the position of these modern societal leaders. The commercialisation of the celebrity brand will be explored. As societal leaders, celebrities are in the remarkable position to utilise their renown for their own benefit. Attention economy is a concept relating to the celebrity's ability to exploit his fame for commercial gain. This theory deals with the association of capital gain with broad-based, far-reaching image recognition. The niceties of attention economy will be explored to offer us insight into the ability of a celebrity to use his fame to make a profit. Attention economy is a theory aligning itself with image rights. Image rights are the commercial sales aspect of the celebrity entity, offering it legal security and a reactionary arsenal.en_ZA
dc.identifier.apacitationBester, L. M. (2016). <i>The commercialisation of the celebrity brand and the exploitation thereof</i>. (Thesis). University of Cape Town ,Faculty of Law ,Department of Commercial Law. Retrieved from http://hdl.handle.net/11427/20799en_ZA
dc.identifier.chicagocitationBester, Lukas Marthinus. <i>"The commercialisation of the celebrity brand and the exploitation thereof."</i> Thesis., University of Cape Town ,Faculty of Law ,Department of Commercial Law, 2016. http://hdl.handle.net/11427/20799en_ZA
dc.identifier.citationBester, L. 2016. The commercialisation of the celebrity brand and the exploitation thereof. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Bester, Lukas Marthinus AB - Celebrities' prominence in our daily lives cannot be underestimated. It is therefore quite hard to imagine that little has been written about the confluence of celebrity and the law. Celebrity law, particularly the mercantile element thereof, deserves greater attention. Celebrity's freely use their image to make money - these actions must be governed by an established body of law. The law must assist the celebrity in his commercial activities and must offer safety nets for when others unfairly exploit his celebrity brand. The topic will be divided into five points of discussion. First, the commercialisation of the celebrity brand will be discussed. Secondly, we will take a closer look at image rights. Thirdly, the delictual claim of passing off as it pertains to celebrities will be discussed. Fourthly, trade marked celebrities will be considered. And finally our focus will be drawn to the personality right of reputation and how it can be influential for the capitalist celebrity's sake. It is imperative to fully understand the celebrity phenomenon. Through the ages humankind has naturally sought out leaders in an array of fields. We need to grapple with the oddity of this phenomenon to understand the position of these modern societal leaders. The commercialisation of the celebrity brand will be explored. As societal leaders, celebrities are in the remarkable position to utilise their renown for their own benefit. Attention economy is a concept relating to the celebrity's ability to exploit his fame for commercial gain. This theory deals with the association of capital gain with broad-based, far-reaching image recognition. The niceties of attention economy will be explored to offer us insight into the ability of a celebrity to use his fame to make a profit. Attention economy is a theory aligning itself with image rights. Image rights are the commercial sales aspect of the celebrity entity, offering it legal security and a reactionary arsenal. DA - 2016 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2016 T1 - The commercialisation of the celebrity brand and the exploitation thereof TI - The commercialisation of the celebrity brand and the exploitation thereof UR - http://hdl.handle.net/11427/20799 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/20799
dc.identifier.vancouvercitationBester LM. The commercialisation of the celebrity brand and the exploitation thereof. [Thesis]. University of Cape Town ,Faculty of Law ,Department of Commercial Law, 2016 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/20799en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentDepartment of Commercial Lawen_ZA
dc.publisher.facultyFaculty of Lawen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherCommercial Lawen_ZA
dc.titleThe commercialisation of the celebrity brand and the exploitation thereofen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameLLMen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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