發(fā)布時(shí)間：2018-07-09 21:07

  本文選題：名人代言 + 虛假?gòu)V告��； 參考：《山西財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：隨著商品經(jīng)濟(jì)的不斷發(fā)展，廣告作為商品宣傳的重要手段，已經(jīng)成為各大廠商競(jìng)爭(zhēng)的新陣地。隨著我國(guó)廣告業(yè)的迅速發(fā)展，名人代言廣告現(xiàn)象變得越來(lái)越普遍并逐漸成為人們關(guān)注的熱點(diǎn)問(wèn)題。然而，近幾年名人在廣告代言過(guò)程中出現(xiàn)了代言虛假?gòu)V告的問(wèn)題，這都對(duì)名人本身、對(duì)消費(fèi)者的生命、財(cái)產(chǎn)造成了嚴(yán)重的損害，，也對(duì)社會(huì)的發(fā)展造成影響。面對(duì)日益泛濫的虛假?gòu)V告，相比于其他國(guó)家關(guān)于虛假?gòu)V告的立法與執(zhí)法工作，我國(guó)的相關(guān)法律對(duì)其打擊力度卻非常有限。目前，除《食品安全法》中明確代言人對(duì)于代言的食品產(chǎn)品應(yīng)當(dāng)承擔(dān)連帶責(zé)任外，其他法律中還沒(méi)有對(duì)代言人的虛假代言行為的責(zé)任承擔(dān)進(jìn)行規(guī)定，名人代言虛假?gòu)V告的法律責(zé)任承擔(dān)問(wèn)題一直是法學(xué)界所探討的重點(diǎn)問(wèn)題之一。特別是隨著三鹿奶粉事件的發(fā)生，對(duì)于名人虛假代言行為的討論更是被推上了新的高潮。本文在總結(jié)前人已有研究成果的基礎(chǔ)上，通過(guò)對(duì)名人代言虛假?gòu)V告現(xiàn)象進(jìn)行深度分析，陳述其危害及其泛濫的原因，通過(guò)對(duì)比國(guó)內(nèi)外關(guān)于名人代言虛假?gòu)V告的法律規(guī)定，找出我國(guó)現(xiàn)行法律中對(duì)這一問(wèn)題的盲區(qū)和不完善之處，對(duì)名人代言廣告制度進(jìn)行構(gòu)建和完善，力圖尋找解決這一頑疾的對(duì)策。 第一章為引言，介紹本文的研究背景和意義、國(guó)內(nèi)外文獻(xiàn)綜述和論文的基本結(jié)構(gòu)等。 第二章對(duì)名人與虛假?gòu)V告進(jìn)行界定，概括進(jìn)分析，并從有關(guān)案例入手，指出名人代言虛假?gòu)V告對(duì)名人、對(duì)消費(fèi)者和社會(huì)造成的危害。同時(shí)對(duì)名人代言虛假?gòu)V告的性質(zhì)進(jìn)行了認(rèn)定，揭示了為何虛假?gòu)V告日益泛濫的本質(zhì)原因，闡述了我國(guó)法律關(guān)于廣告管理方面存在的不足。 第三章通過(guò)對(duì)名人代言廣告法律責(zé)任的不同學(xué)術(shù)觀點(diǎn)進(jìn)行闡述和分析，指出廣告代言人的法律責(zé)任形式，以及名人代言虛假?gòu)V告承擔(dān)法律責(zé)任的可行性研究與路徑分析。 第四章通過(guò)闡述國(guó)外關(guān)于名人代言虛假?gòu)V告的相關(guān)法律規(guī)定和制度，通過(guò)比較國(guó)外的廣告管理法律制度，提出了我國(guó)廣告管理法律的改進(jìn)建議，名人代言行為應(yīng)當(dāng)作為《廣告法》的調(diào)整對(duì)象，虛假代言行為不僅要承擔(dān)民事責(zé)任，更要承擔(dān)行政甚至是刑事責(zé)任。 第五章從立法、司法和執(zhí)法等方面提出我國(guó)名人代言廣告制度的構(gòu)建與完善。通過(guò)完善法律制度來(lái)對(duì)名人代言行為進(jìn)行規(guī)范和監(jiān)管，并且設(shè)定嚴(yán)格的懲罰措施，其目的不是對(duì)名人代言進(jìn)行限制，而是要規(guī)范名人的代言行為，使得消費(fèi)者的合法權(quán)益不會(huì)因?yàn)樘摷購(gòu)V告而遭受損害，使得社會(huì)主義市場(chǎng)經(jīng)濟(jì)能夠健康、平穩(wěn)發(fā)展。
[Abstract]:With the continuous development of commodity economy, advertisement, as an important means of commodity propaganda, has become a new position for major manufacturers to compete. With the rapid development of advertising industry in China, celebrity endorsement advertising has become more and more common and gradually become a hot issue. However, in recent years, celebrity has appeared the problem of endorsing false advertisement in the process of advertising endorsement, which has caused serious damage to celebrity itself, consumer life and property, and also to the development of society. In the face of the increasing proliferation of false advertising, compared with the legislation and enforcement of false advertising in other countries, the relevant laws of our country are very limited. At present, except for the clear spokesman in the Food Safety Law that the spokesman shall bear joint and several liability for the food products endorsed, there is no provision in other laws on the responsibility of the spokesman for the act of false endorsement. The legal liability of celebrity endorsing false advertisement has always been one of the key issues in the field of law. Especially with the Sanlu milk powder incident, the discussion of celebrity false endorsement has been pushed to a new climax. On the basis of summarizing the previous research results, this paper analyzes the phenomenon of celebrity endorsement false advertisement deeply, states its harm and the reason of its flooding, compares the domestic and foreign legal provisions on celebrity endorsement false advertisement. This paper finds out the blind spot and imperfection of this problem in the current law of our country, constructs and consummates the advertisement system of celebrity endorsements, and tries to find the countermeasures to solve this problem. The first chapter is the introduction, which introduces the research background and significance, the literature review and the basic structure of the paper. The second chapter defines celebrity and false advertisement, generalizes and analyzes, and points out the harm to celebrity, consumer and society caused by celebrity endorsing false advertisement. At the same time, the author determines the nature of the false advertisement of celebrity endorsement, reveals the essential reason why the false advertisement is proliferating day by day, and expounds the deficiency of our country's law on advertising management. The third chapter expounds and analyzes the different academic viewpoints on legal liability of celebrity endorsements, and points out the legal liability forms of advertising spokesmen, as well as the feasibility study and path analysis of the legal liability of celebrity endorsements. The fourth chapter, by expounding the relevant laws and regulations about the false advertisement of celebrity endorsement abroad and comparing the legal system of advertising management abroad, puts forward some suggestions to improve the law of advertising management in our country. Celebrity endorsements should be the adjustment object of Advertising Law. False endorsements should not only bear civil liability, but also administrative and even criminal liability. Chapter five puts forward the construction and perfection of celebrity advertisement system in China from the aspects of legislation, judicature and law enforcement. By perfecting the legal system to regulate and supervise celebrity endorsements, and to set up strict punishment measures, the purpose is not to restrict celebrity endorsements, but to regulate celebrity endorsements. So that the legitimate rights and interests of consumers will not be damaged by false advertising, so that the socialist market economy can develop healthily and smoothly.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：D922.294

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本文編號(hào)：2110650