本文關(guān)鍵詞： 比較廣告 合法性 誤導(dǎo) 詆毀 立法建議　出處：《東北財(cái)經(jīng)大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著市場經(jīng)濟(jì)的深入發(fā)展，比較廣告作為傳播商業(yè)信息的方式，同時(shí)也作為一種競爭手段已經(jīng)廣泛存在于經(jīng)濟(jì)生活中。合法的比較廣告有利于社會(huì)經(jīng)濟(jì)的發(fā)展，但是，比較廣告易對(duì)被比較的對(duì)象或其他的經(jīng)營者及消費(fèi)者造成損害結(jié)果。需要加強(qiáng)對(duì)比較廣告的法律規(guī)制來保護(hù)大眾和維護(hù)良好的經(jīng)濟(jì)秩序。而我國目前針對(duì)此問題的立法薄弱，不完善，已經(jīng)不能適應(yīng)社會(huì)經(jīng)濟(jì)發(fā)展的要求。為了在司法實(shí)踐中更好的規(guī)制比較廣告，限制其不利因素，使其更好的發(fā)揮積極作用，使其內(nèi)在價(jià)值得以體現(xiàn)，有必要對(duì)有關(guān)比較廣告的法律問題進(jìn)行較為深入、系統(tǒng)的探討。 本文共分五個(gè)部分分析這一論題。第一部分從基本的問題入手，對(duì)比較廣告的概念，法律特征，常見類型進(jìn)行了闡述，為下文進(jìn)一步深入分析做好準(zhǔn)備。 第二部分從法理的角度入手，對(duì)比較廣告進(jìn)行了價(jià)值分析，闡明比較廣告的經(jīng)濟(jì)價(jià)值和社會(huì)價(jià)值，同時(shí)，提出了幾個(gè)與比較廣告有關(guān)的法理問題：比較廣告與言論自由，經(jīng)濟(jì)自由權(quán)，及經(jīng)濟(jì)法的原則，這些問題與比較廣告有著正面的緊密關(guān)聯(lián)。承接法理分析，可以得出比較廣告存在的合理性與合法性的內(nèi)在原因。然后，，對(duì)比較廣告的合法性的判定標(biāo)準(zhǔn)作了闡述，詳細(xì)分析了合法性判定的真實(shí)性、限制性、侵權(quán)性要點(diǎn)。 第三部分是對(duì)違法比較廣告的研究。為了使比較廣告發(fā)揮其對(duì)社會(huì)經(jīng)濟(jì)的積極作用，必須規(guī)制違法比較廣告。這部分首先講述了如何從法律上對(duì)違法比較廣告進(jìn)行認(rèn)定。需從四個(gè)方面去認(rèn)定違法比較廣告：違法比較廣告的主體，違法比較廣告的主觀方面，違法比較廣告的客體，違法比較廣告的客觀方面。通過對(duì)認(rèn)定要件的研究，可以區(qū)分合法與違法兩種不同的比較廣告。目前，在我國違法比較廣告的突出表現(xiàn)形式是虛假廣告和商業(yè)詆毀，因此，這部分特別強(qiáng)調(diào)了比較廣告構(gòu)成誤導(dǎo)和詆毀的認(rèn)定，加強(qiáng)對(duì)這兩類違法比較廣告的認(rèn)識(shí)。 第四部分是有關(guān)比較廣告的法律規(guī)制，從規(guī)制的法理基礎(chǔ)和規(guī)制的要點(diǎn)兩個(gè)角度研究這一問題。規(guī)制的法理分析重點(diǎn)討論了對(duì)商業(yè)言論是否屬于憲法所規(guī)定的言論自由的范疇，及如何解決言論自由權(quán)與名譽(yù)權(quán)的權(quán)力沖突。至于規(guī)制則從可比性要點(diǎn)；客觀、真實(shí)和公正性要點(diǎn)；準(zhǔn)確規(guī)范的用語要點(diǎn)三個(gè)方面去分析。 第五部分是我國現(xiàn)行比較廣告立法存在的問題和對(duì)策，比較了兩大法系的比較廣告立法的異同點(diǎn)及對(duì)我國立法的借鑒意義。在法律上認(rèn)定比較廣告是我國廣告立法亟待解決的問題。這部分重點(diǎn)探討了我國現(xiàn)行立法的缺陷及如何完善的問題。我國有關(guān)比較廣告的現(xiàn)行立法存在很多問題：無定義；規(guī)定的內(nèi)容不全面不合理；沒有明確的法律責(zé)任制度。本文針對(duì)這些立法缺陷提出了建議。
[Abstract]:With the further development of market economy, comparative advertising has been widely used in economic life as a way of spreading commercial information and as a competitive means. Legal comparative advertising is beneficial to the development of social economy, but, Comparative advertising is easy to cause harm to the object of comparison or other operators and consumers. It is necessary to strengthen the legal regulation of comparative advertising to protect the public and maintain a good economic order. In order to better regulate comparative advertising in judicial practice, limit its adverse factors, make it better play a positive role, so that its intrinsic value can be reflected. It is necessary to make a deep and systematic discussion on the legal problems of comparative advertising. This paper is divided into five parts to analyze this topic. The first part begins with the basic problems, expounds the concept, legal characteristics and common types of comparative advertising, and prepares for further in-depth analysis below. The second part analyzes the value of comparative advertising from the angle of legal theory, and expounds the economic value and social value of comparative advertising. At the same time, it puts forward several legal issues related to comparative advertising: comparative advertising and freedom of speech. The economic freedom right, and the principles of economic law, these problems are closely related to comparative advertising. By legal analysis, the inherent reasons for the rationality and legitimacy of comparative advertising can be obtained. This paper expounds the criteria for judging the legality of comparative advertisements, and analyzes in detail the authenticity, limitation and tort of the legitimacy judgment. The third part is the study of illegal comparative advertising. In order to make comparative advertising play a positive role in social economy, We must regulate the illegal comparative advertisement. This part first describes how to identify the illegal comparative advertisement from the legal point of view. We need to identify the illegal comparative advertisement from four aspects: the subject of the illegal comparative advertisement, the subjective aspect of the illegal comparative advertisement, the main body of the illegal comparative advertisement, and the subjective aspect of the illegal comparative advertisement. The object of illegal comparative advertising and the objective aspects of illegal comparative advertising. Through the study of the identification elements, we can distinguish two different types of comparative advertising: legal and illegal. At present, In our country, the prominent forms of illegal comparative advertising are false advertising and commercial slander. Therefore, this part especially emphasizes the identification of misdirection and slander of comparative advertising, and strengthens the understanding of these two kinds of illegal comparative advertising. Part 4th is about the legal regulation of comparative advertising. This issue is studied from the legal basis of regulation and the main points of regulation. The legal analysis of regulation focuses on whether commercial speech belongs to the scope of freedom of speech as stipulated in the Constitution. And how to solve the power conflict between the right to freedom of speech and the right to reputation. The 5th part is the existing problems and countermeasures of China's current comparative advertising legislation. This paper compares the similarities and differences of the comparative advertising legislation between the two legal systems and its reference significance to the legislation of our country. It is legally recognized that comparative advertising is an urgent problem to be solved in China's advertising legislation. This part focuses on the discussion of the current legislation of our country. There are many problems in our current legislation on comparative advertising: there is no definition; The content of the regulation is not comprehensive and unreasonable; there is no clear legal liability system.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：D912.29

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 冀冉;;論比較廣告及其合法性[J];學(xué)理論;2011年36期

相關(guān)碩士學(xué)位論文 前4條

1 寧麗瓊;比較廣告的法律規(guī)制研究[D];湘潭大學(xué);2011年

2 彭華為;比較廣告法律規(guī)制研究[D];貴州大學(xué);2009年

3 楊靜;比較廣告的法律規(guī)制研究[D];西南財(cái)經(jīng)大學(xué);2010年

4 冷凌;我國比較廣告法律規(guī)制研究[D];中國石油大學(xué);2010年

本文編號(hào)：1506690