论商业广告中形象代言的法律规制

发布时间：2018-01-20 04:27

本文关键词： 形象代言法律规制法律责任　出处：《河北大学》2010年硕士论文　论文类型：学位论文

【摘要】： 伴随着形象代言的发展,出现了大量虚假广告、不实广告,这样的广告严重侵害了消费者权利。然而由于相关法律法规的缺失、有效监管的缺位和法律责任承担不明确等原因,代言关系规制面临着法律困境。鉴于此,研究我国商业广告中形象代言的法律规制有着重要意义。本文主要采用实证调查法、比较分析法、价值分析法,方法论的基础是辩证唯物主义和历史唯物主义。文章第一部分采用实证调查法和比较分析法,在广泛调查的基础上,对代言行为进行了分类,界定了形象代言的含义,从分析代言合同切入到权利义务关系的合理界定。第二部分通过价值分析法,对企业、形象代言人、消费者、政府、行业自治组织的关系进行阐述进而对法律规制路径选择作出分析。第三部分运用比较分析法,对国内外先进制度做出总结概述,以资借鉴。第四部分对形象代言问题规制进行制度设想。第五部分就民事责任制度中的有关问题如责任性质、归责原则、免责制度等进行重点论述。本文以民法理论为基础,以经济法学、行政法学思想、广告学理论等为依托,以社会生活实例为佐证对形象代言广告这一社会现象做出分析,并得出形象代言的法律规制措施。其创新点在于通过对企业、形象代言人、消费者、政府、行业自治组织的关系进行阐述进而对法律规制路径选择作出分析;把法的正义、秩序价值分析运用到形象代言这个实际问题分析中,为形象代言人的合理定位在制度的设计层面作出合理的指导。借鉴大陆法系、英美法系合理的实践经验,进行一系列立法设想,确立形象代言主体制度、规范行为制度、责任追究制度等等,对责任制度有关问题进行重点论述,阐明了形象代言问题的责任性质、归责原则、免责事由等。
[Abstract]:With the development of image endorsement, a large number of false advertising, false advertising, such advertising seriously infringes the rights of consumers. However, due to the lack of relevant laws and regulations. Due to the absence of effective supervision and unclear legal responsibility, the regulation of endorsement relationship is facing a legal dilemma. It is of great significance to study the legal regulation of image endorsement in commercial advertising in China. This paper mainly adopts empirical investigation method, comparative analysis method and value analysis method. The methodology is based on dialectical materialism and historical materialism. The first part of the article uses empirical investigation and comparative analysis to classify endorsements on the basis of extensive investigation. Define the meaning of image endorsement, from the analysis of endorsements contract to the reasonable definition of the relationship between rights and obligations. The second part through the value analysis, to enterprises, image spokesmen, consumers, the government. The third part uses comparative analysis to summarize the advanced systems at home and abroad. For reference, part 4th conceives the regulation of image endorsement. Part 5th focuses on the related issues in the civil liability system, such as the nature of liability, the principle of imputation, the system of exemption, and so on. Based on the theory of civil law, the theory of economic law, administrative law, advertising theory and so on, this paper makes an analysis of the social phenomenon of image endorsement advertising based on the examples of social life. The innovation lies in the analysis of the relationship between enterprises, image spokesmen, consumers, governments and autonomous organizations in the field of legal regulation. The analysis of justice and order value of law is applied to the analysis of image endorsements, which provides reasonable guidance for the reasonable positioning of image spokesmen in the design level of the system, and draws lessons from the civil law system. Anglo-American legal system reasonable practical experience, a series of legislative assumptions, the establishment of the image of the main body system, standardized behavior system, accountability system, and so on, the responsibility system related issues are discussed. It clarifies the nature of responsibility, the principle of imputation, the reason of exemption and so on.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：D922.294

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