明星代理广告法律责任问题探析

发布时间：2018-07-02 10:28

本文选题：明星 + 代理广告　；参考：《新疆大学》2017年硕士论文

【摘要】：明星作为公众人物,代理某一产品很大程度上影响了群众消费倾向。自2015年9月1日起实施的《广告法》明确了明星代理人的连带责任,明星代理处在罚款和代言禁令的双重法律规制中。这使得明星必须更为谨慎地选择产品,仔细审查产品的描述与实际状况是否相符,担起相应的责任。随着自媒体的兴起,虚假广告在新媒体时代下又变幻出各种不同形式,本文立足新环境下研读新的法律制度,找出我国应对明星虚假代理的可行性办法,保障消费者的权益。笔者期待通过文献分析和比较的方法,查阅中外文相关资料,从而对明星代理广告的法律责任问题的进行横向和纵向的对比分析,一方面梳理我国明星代理广告方面的立法,对比新旧《广告法》,另一方面对美国、英法、日韩的明星代理广告立法进行分析,以期为我国明星代理广告的法律责任问题的完善提供建议。在本文中,笔者共分为四个部分进行论述。第一部分对明星广告进行了概述,从明星的定义、明星代理广告的分类及特点,明星代理广告的法律地位进行分析。第二部分是国外关于明星代理广告的法律责任规定与借鉴,分别对各国关于明星代理广告的立法和法律制度进行概述,探析这些制度在我国实施的可行性办法。第三部分阐述了我国关于明星代理广告的法律责任现状和存在的问题,一是对新《广告法》的规定进行概述,对新旧《广告法》进行对比;二是归纳出明星代理广告法律责任存在的问题。第四部分是笔者提出了完善我国明星代理广告法律责任的对策和建议。
[Abstract]:Star as a public figure, acting for a product to a large extent affected the consumer trend of the masses. Since September 1, 2015, the Advertising Law has made clear the joint liability of star agent, and the star agent is in the double legal regulation of fine and proscription ban. This makes it necessary for stars to choose their products more carefully, to examine carefully whether their descriptions match the actual situation, and to take responsibility accordingly. With the rise of self-media, false advertising in the new media era has changed in various forms. Based on the new environment, this paper studies the new legal system, finds out the feasible ways to deal with the false agency of stars in our country, and guarantees the rights and interests of consumers. The author looks forward to consulting the relevant materials in Chinese and foreign languages through the methods of literature analysis and comparison, so as to make a horizontal and vertical comparative analysis of the legal liability of star agency advertising. On the one hand, I hope to sort out the legislation on star agency advertising in our country. On the other hand, the legislation of star agency advertising in America, England, France, Japan and South Korea is analyzed in order to provide suggestions for the perfection of the legal liability of star agency advertising in China. In this paper, the author is divided into four parts to discuss. The first part gives an overview of star advertisement, analyzes the definition of star, the classification and characteristics of star agency advertisement, and the legal status of star agency advertisement. The second part is about the legal liability regulation and reference of star agency advertising in foreign countries, respectively, to summarize the legislation and legal system of star agency advertising in various countries, and to explore the feasible methods of implementing these systems in our country. The third part expounds the present situation and existing problems of the legal responsibility of the star agency advertisement in our country. The first part is to summarize the provisions of the new advertising law and to compare the new and the old advertising law. The second is to sum up the legal liability of star agency advertising problems. In the fourth part, the author puts forward the countermeasures and suggestions to perfect the legal responsibility of star agency advertisement in our country.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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