虚假广告代言人法律责任类型化的构建

发布时间：2018-04-01 15:48

本文选题：虚假广告　切入点：代言人　出处：《中国政法大学》2010年硕士论文

【摘要】： 广告脱胎于一定的经济基础,经济的发展给广告业带来了千载难逢的发展机遇。近三十年来,中国的广告业迅猛发展,广告已经渗透到生活的方方面面,作为一种有效的信息传播手段,广告越来越为我们熟知,其巨大的社会效益和经济效益毋庸置疑。然而随着市场经济的飞速发展以及竞争的日益激烈,大量的虚假广告也趁虚而入,充斥着我们的生活。尤其是虚假广告代言人利用其社会公信力欺骗、误导广大消费者,不仅严重损害了消费者的合法权益,也给正常的社会经济秩序造成了严重冲击,成为社会普遍关注的热点问题。随着虚假广告代言的现象愈演愈烈,要求追究虚假广告代言人的呼声也越来越高。本文从分析广告代言行为的性质入手,得出虚假广告代言人独立承担责任的必要性和合理性,并进一步分析学界现有观点的优缺点,在总结和借鉴的基础上得出笔者的结论,为虚假广告代言人设定独特的责任形式—经济法责任,为今后规制虚假广告代言人的法律责任提供法律依据。本文主要分为四部分: 首先,引言部分提出本文论述的焦点问题——虚假广告代言人是否应当承担法律责任。简要分析现有观点,指出现有的法律制度对于制约虚假广告代言人存在着局限性。本文第一部分从一个虚假广告代言的实例入手,指出虚假广告的概念,对之进行界定,并论述虚假广告代言行为的各种表现,指出对之进行法律规制的必要性。本文第二部分主要论述对广告代言人科以法律责任的合理性和各国的立法实践。本部分从道德责任、民法原则及侵权责任等几方面说明了虚假广告代言人应当承担法律责任,并说明我国目前关于虚假广告代言人的法律规定,并对其他主要发达国家和地区的立法实践进行分析和对比,为我国的立法提供借鉴。本文第三部分是构建虚假广告代言人类型化法律责任的必要性。首先,对法律上和学术上现有的观点进行探讨,分析和借鉴各自合理成分和不合理成分,提出构建虚假广告代言人类型化法律责任的基础,并提出了根据不同商品和服务的类型将虚假广告代言人的法律义务类型化,即根据不同商品和服务的类型与消费者生活的密切程度、对消费者生命健康的影响不同,将商品划分为特殊商品和一般商品,并根据商品的分类来为虚假广告代言人设定不同大小的义务。本文的第四部分是类型化广告代言人法律责任的制度设计。本部分是全文的核心部分。本部分从类型化法律责任的制度设计和实施两方面来设计一条不同于以往的新的责任路径。首先是归责原则的类型化,据此设计不同虚假广告代言人的归责原则,从而使其承担不同程度的法律责任及类型化的责任形式。其次,在实施方面设计了相关的配套的具体制度,弥补现存的法律制度缺失、可操作性差的缺陷,从而更好地来规制虚假广告代言行为。
[Abstract]:With the rapid development of the market economy and the fierce competition , the advertising industry is becoming more and more familiar with the rapid development of the market economy and the fierce competition . However , with the rapid development of the market economy and the fierce competition , the great social and economic benefits of the advertising industry are becoming more and more familiar .

This paper starts with the analysis of the nature of advertising agency ' s behavior , leads to the necessity and rationality of the independent responsibility of the false advertising agent , and further analyzes the advantages and disadvantages of the existing viewpoints of the academic community . Based on the summing - up and reference , the author concludes that it provides legal basis for the creation of the unique responsibility form - economic law responsibility for the false advertisement . This paper is divided into four parts :

First of all , the introduction part proposes whether the focus question _ false advertisement spokesman discussed in this paper should bear legal responsibility . The existing point of view is briefly analyzed , and it is pointed out that the existing legal system has limitations on the restriction of false advertising .

The first part of this article starts with an example of a false advertisement , points out the concept of false advertisement , defines it , and discusses the various manifestations of false advertising , and points out the necessity of legal regulation .

The second part of this paper mainly discusses the rationality of legal responsibility and the legislative practice of various countries . This part explains the legal responsibility of the false advertising agent from several aspects , such as moral responsibility , civil law and tort liability , and explains the current legal provisions of the false advertising agency , and analyses and compares the legislation practice of other major developed countries and regions , and provides reference for the legislation of our country .

The third part of this paper is the necessity of constructing the legal liability of false advertising substitution . Firstly , the paper discusses the legal and academic viewpoints , analyzes and references the reasonable composition and unreasonable components , and puts forward the legal obligation type of constructing the false advertising agency according to the types of different goods and services , which is divided into special commodities and general merchandise according to the classification of the commodities .

The fourth part of this paper is the system design of the legal liability of typed advertising agencies . This part is the core part of the whole text . This part designs a new responsibility path from the system design and implementation of typed legal liability . Firstly , it is the typed of the principle of attribution , which makes it bear the liability form of different degree of legal responsibility and type . Secondly , it designs the relevant specific system in the implementation , and makes up for the deficiency of existing legal system and poor operability .

【学位授予单位】：中国政法大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：D922.294

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