中美比较广告规制的比较法研究

发布时间：2018-09-14 12:13

【摘要】：比较广告由于具有利弊共存的特点，一直受到较大的争议。目前我国业界和学界对于比较广告的定义、分类、合法性分析等方面未形成统一定论，尚未形成相关的法律体系对比较广告进行规制，由此引发的争议和纠纷也屡屡出现。如何规制比较广告成为现实而紧急的问题。美国作为当今世界各国对比较广告态度最为开放，规制水平最高的国家，对我国比较广告法律规制的发展具有较高的参考及借鉴意义。本文以此为契机，以比较法为视角，从立法模式、立法内容、合法性判断标准三方面与美国进行比较，由此总结出我国比较广告规制的缺陷，进而通过批判性地借鉴美国的实践、管理经验，提出结合我国比较广告发展现状和文化背景，有利于我国比较广告发展的建设性意见。本文的创新之处有两点，首先，采用了传统论文较少选用的比较法视野对中美两国比较广告规制进行对比。其次，本文确立了如何界定合法比较广告的判断标准，并以该标准对中美两国进行了较为深入的对比分析。
[Abstract]:Comparative advertising has been controversial because of its advantages and disadvantages. At present, the definition, classification, legitimacy analysis of comparative advertising have not formed a unified conclusion, and the relevant legal system has not been formed to regulate the comparative advertising. How to regulate comparative advertising becomes a real and urgent problem. As a country with the most open attitude to comparative advertising and the highest level of regulation, the United States has a high reference and reference significance for the development of the legal regulation of comparative advertising in China. Taking this opportunity as an opportunity, this paper, from the perspective of comparative law, compares it with the United States from three aspects: legislative model, legislative content and legitimacy judgment standard, and concludes the defects of China's comparative advertising regulation. Furthermore, through critically drawing lessons from the practice and management experience of the United States, this paper puts forward some constructive suggestions which are beneficial to the development of comparative advertising in China by combining the present situation and cultural background of the development of comparative advertising in our country. There are two innovations in this paper. Firstly, the comparative method is used to compare the regulation of comparative advertising between China and the United States. Secondly, this paper establishes how to define the criterion of legal comparative advertising, and makes a deep comparative analysis of China and the United States.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D971.2;D922.294

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