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论商业广告代言的法律规制

发布时间:2018-06-17 04:28

  本文选题:商业广告 + 名人代言 ; 参考:《黑龙江大学》2015年硕士论文


【摘要】:随着社会经济的蓬勃发展和信息普及的推进,影视制作技术的成熟和多样化,广告的表现形式也应该丰富多彩,商业广告呈现出前所未有的繁荣景象。商业广告在传递商品信息的同时,也对人们的消费理念和价值取向产生潜移默化的影响。为了塑造品牌形象,实现商品经济效益和社会效益的提高,各大企业和商家也不约而同的选择名人代言广告。随着商业广告日益增多,代言行为变成了一把“双刃剑”:一方面名人用其光鲜的外表给商品披上了华丽的外衣,另一方面因受到商家的青睐和利益的诱惑,陷入虚假代言的窘境。近年来,层出不穷的代言人丑闻和屡禁不止的虚假代言引起了社会的强烈反响,以“柯震东吸毒案”“侯耀华广告门”为首的一系列“代言人”事件亦掀起了媒体舆论的混战。如果名人以消费者信任为资本,通过牺牲消费者利益牟取私利,消费者就有权追究其责任,在这一层面,法律制度应当成为消费者的坚强后盾。广告作为一种信息传播方式,在体现着民族的文化观念,标志着市场经济的成熟状况,然而,由于我国现行广告法律制度存在的缺陷,造成了混乱的虚假代言遭遇法律空白,盲目的非理性消费致使消费者权益受到损害,面对这种现象,本文将从揭示商业广告代言的现状出发,分析虚假代言的原因,探究代言人的法律地位与应当承担的责任,参考国外的法律制度与经验,总结和完善我国商业广告代言人的法律规制的建议。
[Abstract]:With the vigorous development of social economy and the promotion of information popularization, the technology of film and television production is mature and diversified, the forms of advertising should also be rich and colorful, the commercial advertising presents an unprecedented prosperity. Commercial advertising not only conveys commodity information, but also exerts a subtle influence on people's consumption concept and value orientation. In order to mold the brand image and realize the improvement of the economic and social benefits of commodities, the major enterprises and businesses also choose celebrity endorsement advertisements. With the increasing number of commercial advertisements, endorsements have become a "double-edged sword": on the one hand, celebrities use their glossy appearance to put a gorgeous coat on the goods, on the other hand, they are tempted by the favor and benefit of the merchants. Fall into a quandary of false endorsements. In recent years, incessant spokesman scandals and repeated false endorsements have aroused a strong reaction in the society, and a series of "spokesmen" events, led by "Ke Chen-dong drug abuse case" and "Hou Yaohua advertising door", have also aroused a melee of media public opinion. If celebrities take consumer trust as capital and make private profits at the expense of consumers, consumers have the right to hold them accountable. At this level, the legal system should be a strong backing for consumers. Advertising, as a way of information dissemination, embodies the cultural concept of the nation and marks the mature condition of the market economy. However, because of the defects of the current advertising legal system in our country, the confusion of false endorsement encounters the legal blank. The blind irrational consumption causes the consumers' rights and interests to be damaged. In the face of this phenomenon, this paper will analyze the reasons of false endorsements, explore the legal status of spokesmen and the responsibility they should bear from revealing the present situation of endorsements in commercial advertisements. Referring to the legal system and experience of foreign countries, this paper summarizes and consummates the suggestion of legal regulation of commercial advertisement spokesman in our country.
【学位授予单位】:黑龙江大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:D922.294

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