發(fā)布時間：2018-09-14 12:13

【摘要】：比較廣告由于具有利弊共存的特點，一直受到較大的爭議。目前我國業(yè)界和學界對于比較廣告的定義、分類、合法性分析等方面未形成統(tǒng)一定論，尚未形成相關的法律體系對比較廣告進行規(guī)制，由此引發(fā)的爭議和糾紛也屢屢出現(xiàn)。如何規(guī)制比較廣告成為現(xiàn)實而緊急的問題。美國作為當今世界各國對比較廣告態(tài)度最為開放，規(guī)制水平最高的國家，對我國比較廣告法律規(guī)制的發(fā)展具有較高的參考及借鑒意義。本文以此為契機，以比較法為視角，從立法模式、立法內(nèi)容、合法性判斷標準三方面與美國進行比較，由此總結(jié)出我國比較廣告規(guī)制的缺陷，進而通過批判性地借鑒美國的實踐、管理經(jīng)驗，提出結(jié)合我國比較廣告發(fā)展現(xiàn)狀和文化背景，有利于我國比較廣告發(fā)展的建設性意見。本文的創(chuàng)新之處有兩點，首先，采用了傳統(tǒng)論文較少選用的比較法視野對中美兩國比較廣告規(guī)制進行對比。其次，本文確立了如何界定合法比較廣告的判斷標準，并以該標準對中美兩國進行了較為深入的對比分析。
[Abstract]:Comparative advertising has been controversial because of its advantages and disadvantages. At present, the definition, classification, legitimacy analysis of comparative advertising have not formed a unified conclusion, and the relevant legal system has not been formed to regulate the comparative advertising. How to regulate comparative advertising becomes a real and urgent problem. As a country with the most open attitude to comparative advertising and the highest level of regulation, the United States has a high reference and reference significance for the development of the legal regulation of comparative advertising in China. Taking this opportunity as an opportunity, this paper, from the perspective of comparative law, compares it with the United States from three aspects: legislative model, legislative content and legitimacy judgment standard, and concludes the defects of China's comparative advertising regulation. Furthermore, through critically drawing lessons from the practice and management experience of the United States, this paper puts forward some constructive suggestions which are beneficial to the development of comparative advertising in China by combining the present situation and cultural background of the development of comparative advertising in our country. There are two innovations in this paper. Firstly, the comparative method is used to compare the regulation of comparative advertising between China and the United States. Secondly, this paper establishes how to define the criterion of legal comparative advertising, and makes a deep comparative analysis of China and the United States.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：D971.2;D922.294

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本文編號：2242676