本文選題：虛假廣告　切入點：廣告主體　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在現(xiàn)代社會中，虛假廣告日益猖獗，不僅損害了消費者和合法經(jīng)營者的利益，破壞了新聞媒體和廣告業(yè)的整體形象，也對社會經(jīng)濟、廣告市場健康有序的運轉(zhuǎn)和發(fā)展造成了不利的影響，提高了不必要的交易成本，加大了普通消費者消費難度，嚴(yán)重干擾了市場經(jīng)濟的正常有序發(fā)展。本文中，作者主要是從廣告代言人責(zé)任作為切入點，分析其法律責(zé)任，并且利用問卷調(diào)查了同學(xué)們對虛假廣告的一些看法，希望從中得到一些啟發(fā)，提出一些構(gòu)建虛假廣告代言人責(zé)任制度的拙見。 本文由五部分組成。 第一部分，以案例作為切入點，通過案例的介紹及相關(guān)法院的判決分析目前虛假廣告現(xiàn)狀，為以后進(jìn)一步的論述打下了基礎(chǔ)。 第二部分，通過虛假廣告代言人責(zé)任法理基礎(chǔ)的研究，進(jìn)一步深入剖析虛假廣告代言人責(zé)任制度構(gòu)建的理論基礎(chǔ)，同時，通過兩種學(xué)說的對比，即肯定說與否定說的深入探討，明確對于虛假廣告代言行為應(yīng)對其區(qū)別對待。 第三部分，通過分析總結(jié)本國在虛假廣告代言人責(zé)任制度和立法上的不足，進(jìn)一步明確制度構(gòu)建的方向和著力點。 第四部分，通過分析美國、英國、以及加拿大三國有關(guān)虛假廣告代言人責(zé)任的國內(nèi)立法與相關(guān)配套機制，以期以此為鑒，在對比中更好地了解本土法律制度，，構(gòu)建出本國更加優(yōu)秀的虛假廣告責(zé)任制度。 第五部分，通過闡述廣告主、經(jīng)營者以及發(fā)布者在我國法律中所應(yīng)承擔(dān)的虛假廣告責(zé)任，以我國現(xiàn)有相關(guān)法條為落腳點，并在此基礎(chǔ)上提出筆者自身的觀點與見解。通過理論分析，責(zé)任構(gòu)建以及審查、監(jiān)督雙方面的全面制度完善，使得虛假廣告代言行為能夠得到規(guī)制，以期為今后的有關(guān)立法出謀獻(xiàn)策。
[Abstract]:In modern society, false advertising is increasingly rampant, which not only damages the interests of consumers and legitimate operators, undermines the overall image of the news media and advertising industry, but also affects the social economy. The healthy and orderly operation and development of the advertising market has caused adverse effects, increased unnecessary transaction costs, increased the difficulty of consumption by ordinary consumers, and seriously interfered with the normal and orderly development of the market economy. The author mainly analyzes the legal liability of advertising spokesman from the perspective of responsibility, and makes use of the questionnaire survey of students' views on false advertising, hoping to get some inspiration from it. This paper puts forward some views on constructing the responsibility system of false advertisement spokesman. This paper consists of five parts. The first part takes the case as the breakthrough point, through the case introduction and the related court judgment analysis present false advertisement present situation, has laid the foundation for the later further elaboration. The second part, through the study of the legal basis of false advertising spokesman responsibility, further analyzes the theoretical basis of the false advertising spokesman responsibility system construction, at the same time, through the comparison of the two theories, That is, affirmation and negation should be treated differently. The third part, through the analysis and summary of our country in the false advertising spokesman liability system and legislative deficiencies, further clear the direction and focus of the system. In the 4th part, by analyzing the domestic legislation and related supporting mechanisms of the United States, the United Kingdom and Canada on the liability of false advertising spokesmen, we hope to learn from this and better understand the local legal system in comparison. To construct a more excellent liability system for false advertising in China. Part 5th, by expounding the liability of advertisers, operators and publishers for false advertising in our law, taking the existing relevant laws and regulations of our country as the foothold, On this basis, the author puts forward his own views and opinions. Through theoretical analysis, responsibility construction and review, supervision of the comprehensive system of both aspects, so that false advertising endorsements can be regulated. With a view to providing advice for the future relevant legislation.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D922.294;D923

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