Brief Analysis Of The Commercialization Of Natural Person’s Personality Rights And Its Protection Mode Of The Civil Law

With the rapid development of science and technology and the prosperity economyof the market, the traditional right of personality is facing new challenges.People canenhance the reputation or credibility by the uniqueness of certain aspects of their ownpersonality rights, then authorize these unique mandates to merchants to get businessesearnings.This situation create a win-win situation，At the same time， also Cause a largenumber of economic disputes.Personality rights Contains the economic benefits，thisPhenomenon gradually attracted people’s attention.But the Civil Law about this problemdoesn’t have related provisions, the traditional theory only emphasize its specificity andspiritual attributes, often overlooked property itself. Obviously commercialization ofpersonality rights is a breakthrough to the traditional theory of personality rights.In thispaper, through analysing the theoretical basis of the commercialization of personality rights,and the history of its development and the legitimacy of its existence, At the same time,exploring the foreign personality rights commercialization modes, based on the actualconditions in China, Put forward some ideas and proposals of commercialization ofpersonality rights.The paper is divided into five parts: the first part of the paper make adetailed elaboration of the commercialization personality of rights,Including its concept,content and characteristics;The second part of the paper analyses the reasonableness ofthe existence of rights of commercialization personality;Third part through analyse theforeign models, such as the United States using a combination of image rights andprivacy protection mode, while the German using the Unified protection mode. Part IVreveals the lack of personality rights in our current legislation, whlie emphasizing the urgency to solve Commercialization personality of rights in China; Fifth part of the paperPropose ideas to improve the commercialization personality of rights. Put forward thatlearn from foreign theories system,at the same time,we should Improve our existing legalsystem and the traditional theory of personality rights.