本文選題：廣告代言 + 法律規(guī)制��； 參考：《海南大學(xué)》2011年碩士論文

【摘要】：隨著我國(guó)廣告市場(chǎng)的發(fā)展,大量的虛假?gòu)V告乘“虛”而入。虛假?gòu)V告如此泛濫,廣告代言人“功”不可沒(méi)。廣告代言人作為廣告活動(dòng)的重要參與者,在廣告法律關(guān)系中是一個(gè)獨(dú)立、平等的民事主體,與廣告主是一種相互利用、各取所需的合作關(guān)系。廣告代言行為的法律性質(zhì)決定了廣告代言應(yīng)與其他的廣告活動(dòng)一樣受到法律的規(guī)制。對(duì)廣告代言行為進(jìn)行有效的規(guī)制,既利于維護(hù)市場(chǎng)公平競(jìng)爭(zhēng)的秩序,也利于保護(hù)消費(fèi)者的合法權(quán)利。然而由于我國(guó)相關(guān)法律法規(guī)不完善、行政監(jiān)管缺位和法律責(zé)任規(guī)定不明確等,目前對(duì)我國(guó)廣告代言行為的規(guī)制面臨著法律困境。借鑒發(fā)達(dá)國(guó)家對(duì)廣告代言行為的有效規(guī)制,對(duì)于我國(guó)建立與逐步完善廣告代言行為的法律責(zé)任體系有著重要的作用。完善我國(guó)廣告代言行為的法律規(guī)制,既有必要規(guī)定廣告代言的前置義務(wù),也有必要明確廣告代言的相關(guān)法律責(zé)任,與此同時(shí)還要重視政府對(duì)廣告代言行為的行政監(jiān)管作用。如完善廣告審查制度；建立虛假?gòu)V告代言人的黑名單制度,對(duì)黑名單代言人予以“封殺”,禁止刊登、播放其代言的廣告。
[Abstract]:With the development of the advertising market in China, a large number of false advertisements are "false". The false advertisement is so overflowing. The advertisement spokesperson "Gong" can not be lost. The spokesman of the advertising spokesman is an important participant in the advertising activities. In the legal relationship of the advertisement, the advertising spokesperson is an independent, equal civil subject, and the advertiser is a kind of mutual use and the combination of the needs of the advertisers. The legal nature of advertising endorsement determines that advertising endorsement should be regulated by the law as well as other advertising activities. The effective regulation of advertising endorsement is beneficial not only to the maintenance of the order of fair competition in the market, but also to the protection of the legitimate rights of consumers. However, due to the imperfect laws and regulations of our country, the administration of advertising is not perfect. There is a legal dilemma in the regulation of advertising endorsement behavior in China. It is important for us to establish and improve the legal responsibility system of advertising endorsement behavior in our country. Regulation is not only necessary to stipulate the preposition of advertising endorsement, but also to clear the relevant legal responsibilities of advertising endorsement. At the same time, it should also pay attention to the administrative supervision role of the government on advertising endorsement behavior, such as perfecting the system of advertising censorship, establishing a blacklist system of false advertising spokesmen, "sealing" the blacklist spokesmen, prohibiting the blacklist spokesmen, and prohibiting them. Stop publishing and play advertisements for their endorsement.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：D920.4;F713.8

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本文編號(hào)：2060049