论广告代言人的法律责任

发布时间：2018-03-19 16:30

本文选题：虚假广告　切入点：广告主体　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：在现代社会中，虚假广告日益猖獗，不仅损害了消费者和合法经营者的利益，破坏了新闻媒体和广告业的整体形象，也对社会经济、广告市场健康有序的运转和发展造成了不利的影响，提高了不必要的交易成本，加大了普通消费者消费难度，严重干扰了市场经济的正常有序发展。本文中，作者主要是从广告代言人责任作为切入点，分析其法律责任，并且利用问卷调查了同学们对虚假广告的一些看法，希望从中得到一些启发，提出一些构建虚假广告代言人责任制度的拙见。本文由五部分组成。第一部分，以案例作为切入点，通过案例的介绍及相关法院的判决分析目前虚假广告现状，为以后进一步的论述打下了基础。第二部分，通过虚假广告代言人责任法理基础的研究，进一步深入剖析虚假广告代言人责任制度构建的理论基础，同时，通过两种学说的对比，即肯定说与否定说的深入探讨，明确对于虚假广告代言行为应对其区别对待。第三部分，通过分析总结本国在虚假广告代言人责任制度和立法上的不足，进一步明确制度构建的方向和着力点。第四部分，通过分析美国、英国、以及加拿大三国有关虚假广告代言人责任的国内立法与相关配套机制，以期以此为鉴，在对比中更好地了解本土法律制度，，构建出本国更加优秀的虚假广告责任制度。第五部分，通过阐述广告主、经营者以及发布者在我国法律中所应承担的虚假广告责任，以我国现有相关法条为落脚点，并在此基础上提出笔者自身的观点与见解。通过理论分析，责任构建以及审查、监督双方面的全面制度完善，使得虚假广告代言行为能够得到规制，以期为今后的有关立法出谋献策。
[Abstract]:In modern society, false advertising is increasingly rampant, which not only damages the interests of consumers and legitimate operators, undermines the overall image of the news media and advertising industry, but also affects the social economy. The healthy and orderly operation and development of the advertising market has caused adverse effects, increased unnecessary transaction costs, increased the difficulty of consumption by ordinary consumers, and seriously interfered with the normal and orderly development of the market economy. The author mainly analyzes the legal liability of advertising spokesman from the perspective of responsibility, and makes use of the questionnaire survey of students' views on false advertising, hoping to get some inspiration from it. This paper puts forward some views on constructing the responsibility system of false advertisement spokesman. This paper consists of five parts. The first part takes the case as the breakthrough point, through the case introduction and the related court judgment analysis present false advertisement present situation, has laid the foundation for the later further elaboration. The second part, through the study of the legal basis of false advertising spokesman responsibility, further analyzes the theoretical basis of the false advertising spokesman responsibility system construction, at the same time, through the comparison of the two theories, That is, affirmation and negation should be treated differently. The third part, through the analysis and summary of our country in the false advertising spokesman liability system and legislative deficiencies, further clear the direction and focus of the system. In the 4th part, by analyzing the domestic legislation and related supporting mechanisms of the United States, the United Kingdom and Canada on the liability of false advertising spokesmen, we hope to learn from this and better understand the local legal system in comparison. To construct a more excellent liability system for false advertising in China. Part 5th, by expounding the liability of advertisers, operators and publishers for false advertising in our law, taking the existing relevant laws and regulations of our country as the foothold, On this basis, the author puts forward his own views and opinions. Through theoretical analysis, responsibility construction and review, supervision of the comprehensive system of both aspects, so that false advertising endorsements can be regulated. With a view to providing advice for the future relevant legislation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294;D923

【参考文献】