名人代言虚假广告的民事责任

发布时间：2018-04-07 16:27

本文选题：侵权责任　切入点：过错归责原则　出处：《西南政法大学》2011年硕士论文

【摘要】：伴随着经济的高速发展,广告活动越加频繁,其作为社会生活中不可缺少的部分,充斥着人们日常生活的整个空间。在我国,名人往往具有较高的公信力和较广的公众认知度,聘请名人代言广告成为大多数广告主的不二选择。名人代言的虚假广告具有受害群体广泛性、高度的欺骗性和误导性等特点,与普通广告相比较名人代言的虚假广告具有更大的社会危害性。近年来,名人代言虚假广告不断引发纠纷,一些消费者将代言虚假广告的名人告上法庭,这类案件往往以消费者的败诉而告终。名人代言虚假广告的民事责任是我国立法的薄弱环节。因此,对名人代言虚假广告民事责任的研究具有一定的理论与现实意义。本文分五部分对名人代言虚假广告的民事责任进行研究。第一部分,问题的提出。以诸多名人代言虚假广告引发纠纷的现实为引,从名人主体的角度分析了名人代言虚假广告的原因,并对名人代言虚假广告的危害性进行了深入的探讨,最后介绍了当前我国名人代言虚假广告的立法现状。第二部分,名人代言虚假广告承担民事责任的必要性。名人代言虚假广告是否应该承担民事责任在理论界存在争议,本部分在介绍理论界名人代言无责说的几种观点的基础上,有针对性的对名人代言无责说进行了批驳,并在理论上提出了名人代言虚假广告应该承担民事责任的依据。第三部分,名人代言虚假广告民事责任的性质认定。重点介绍了学界就名人代言虚假广告民事责任性质这个问题所持的主要观点,并对其分别加以评述,肯定了名人应该承担代言虚假广告的民事责任,具体而言是一种侵权责任,进而详细分析了名人代言虚假广告承担侵权责任的构成要件。第四部分,名人代言虚假广告侵权责任的归责。在第三部分肯定了名人代言虚假广告承担侵权责任的基础上,就如何对名人代言虚假广告进行归责做出了深入的探讨。首先明确了名人代言虚假广告应该适用过错归责原则,进而重点分析了名人代言虚假广告侵权的责任形态。名人代言虚假广告侵权应该依据其主观过错程度确定其责任,主观上明知或者应知时承担连带责任,主观上为轻过失时承担按份责任。第五部分,对名人代言虚假广告承担侵权责任的建议。在对现实生活中纷繁复杂的名人虚假广告纠纷进行深入思考的同时,从名人代言虚假广告的主观过错程度与社会危害性大小两个角度出发,提出了将名人类型化、广告标的类型化以确定其侵权责任的建设性建议。
[Abstract]:With the rapid development of economy, advertising activities become more and more frequent. As an indispensable part of social life, advertising activities are filled with the whole space of people's daily life.In our country, celebrities tend to have higher credibility and wider public recognition, and hiring celebrity endorsements has become the only choice for most advertisers.The false advertisement of celebrity endorsement has the characteristics of extensive victimized group, highly deceptive and misleading. Compared with ordinary advertisement, the false advertisement of celebrity endorsement has more social harmfulness.In recent years, celebrity endorsement of false advertising has led to disputes, some consumers will endorse false advertising celebrities to court, such cases often end in consumer defeat.The civil liability of celebrity endorsing false advertisement is the weak link of our legislation.Therefore, the research on the civil liability of celebrity endorsement false advertising has certain theoretical and practical significance.This article divides into five parts carries on the research to the celebrity endorsement false advertisement civil liability.The first part is the raising of the question.Based on the reality of disputes caused by the false advertisement of celebrity endorsement, this paper analyzes the reasons of the false advertisement of celebrity endorsement from the angle of celebrity subject, and probes into the harm of false advertisement of celebrity endorsement.At last, it introduces the current legislation status of celebrity endorsement false advertisement in our country.The second part is the necessity of celebrity endorsing false advertisement to bear civil liability.And in theory put forward celebrity endorsement false advertising should bear civil liability basis.The third part, the nature of the civil liability of celebrity endorsement false advertising.This paper mainly introduces the main viewpoints of academic circles on the nature of civil liability of celebrity endorsement false advertising, and comments on it respectively, affirming that celebrities should bear the civil liability of endorsing false advertising, specifically, it is a kind of tort liability.Then it analyzes the constitutive elements of liability for tort of celebrity endorsement false advertisement in detail.The fourth part, celebrity endorsement false advertising tort liability.In the third part, on the basis of affirming the tort liability of celebrity endorsement false advertisement, the author makes a deep discussion on how to impute the celebrity false advertisement.Firstly, the principle of fault imputation should be applied to the false advertisement of celebrity endorsement, and then the liability pattern of the tort of false advertisement of celebrity endorsement is analyzed.Celebrity endorsement of false advertising tort should be based on its subjective fault degree to determine its liability, subjectively know or should know to bear joint liability, subjectively for light fault to bear the responsibility.The fifth part, the suggestion to bear the tort liability to the celebrity endorsement false advertisement.While deeply thinking about the complicated disputes of false advertising of celebrities in real life, this paper puts forward the classification of celebrities from the angles of the degree of subjective fault and the social harmfulness of celebrity endorsements of false advertisements.A constructive proposal for typologizing advertising objects to determine their liability for tort.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D922.294;D923

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