Assume that someone sharing the name of a famous character - just for a random Sample let's pick Leonard McCoy, James Kirk and Peter Parker - just happens to want to offer services under their name in a field that happens to have overlap with the character either by trading the memorabilia/merchandise/products with those fictional characters or being in the same trade. For our example, they open a comic shop (~'s Comics) or work as a doctor (Dr. Leonard McCoy), pilot (Fly with James Kirk) and photographer (Peter Parker Photography) respectively.

Would it be a trademark or copyright infringement if they use their own name to advertise their services?

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