本文選題：虛假廣告 + 廣告薦證人�。� 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：薦證廣告是商品經(jīng)濟時代的產(chǎn)物,因其傳播信息的直接、有效性得以在當(dāng)今種類繁多的廣告類型中脫穎而出,對廣告行業(yè)甚至整個社會經(jīng)濟的發(fā)展來說都發(fā)揮了不可替代的作用。薦證廣告不同于一般意義上的廣告,區(qū)別在于出演人對廣告中產(chǎn)品或服務(wù)的推薦或證明行為,這就讓薦證廣告比其他類型的廣告更加具有說服力。同時,在一定程度上來說商品經(jīng)濟也是一種利益經(jīng)濟,在這個大環(huán)境下商人天然的逐利性使得薦證廣告容易變成部分商人牟利的工具,虛假薦證的現(xiàn)象開始走入人們的視野,現(xiàn)實生活中消費者起訴廣告薦證人的真實案例也是屢見不鮮。消費者普遍認(rèn)為薦證人應(yīng)該對自己致人損害的薦證行為負(fù)責(zé),這便涉及到了虛假廣告薦證人是否應(yīng)當(dāng)承擔(dān)民事責(zé)任以及民事責(zé)任如何認(rèn)定的問題。近幾年來我們國家開始加強了對于虛假廣告的民商事立法,但是在具體到如何認(rèn)定虛假薦證行為以及如何認(rèn)定虛假廣告薦證人的民事責(zé)任等方面,還有待于進一步完善。就我們國家的廣告薦證法律規(guī)制而言,有必要借鑒一些廣告薦證業(yè)比較發(fā)達的國家或地區(qū)的立法經(jīng)驗,為我們國家的廣告薦證提供更為明確的指引,這將有助于進一步改善我國的廣告法制環(huán)境。本文的創(chuàng)新之處在于提出虛假廣告的成立只是薦證人承擔(dān)民事責(zé)任的前提,司法實踐中要注意區(qū)分廣告薦證行為與形象出演行為,以及在認(rèn)定薦證人責(zé)任時應(yīng)該注意區(qū)分虛假廣告中的普通薦證行為和虛假薦證行為。
[Abstract]:Recommendation advertising is the product of the commodity economy era. Because of its direct dissemination of information, the effectiveness of the advertisement can stand out among the various types of advertisements today. Advertising industry and even the entire social and economic development has played an irreplaceable role. Recommendation advertisement is different from general advertisement, the difference lies in the recommendation or proof behavior of the product or service in the advertisement, which makes the recommendation advertisement more persuasive than the other type of advertisement. At the same time, to a certain extent, the commodity economy is also a kind of benefit economy. In this big environment, the natural profit-seeking nature of businessmen makes the advertising of recommendation cards easy to become a tool for some businessmen to make profits, and the phenomenon of false recommendation of certificates begins to enter people's vision. In real life, consumer prosecution of advertising witnesses is a common case. Consumers generally think that the recommended witness should be responsible for the injurious behavior, which involves whether the false advertisement sponsor should bear the civil liability and how to identify the civil liability. In recent years, our country began to strengthen the civil and commercial legislation for false advertising, but how to identify the false recommendation behavior and how to identify the civil liability of false advertising witnesses need to be further improved. As far as the legal regulation of advertising recommendation in our country is concerned, it is necessary to draw lessons from the legislative experience of some countries or regions in which the advertising recommendation industry is relatively developed, so as to provide clearer guidance for our country's advertising recommendation and certification. This will help to further improve our advertising legal environment. The innovation of this paper lies in the fact that the establishment of false advertisement is only the premise of recommending the witness to bear civil liability. In judicial practice, attention should be paid to distinguishing the act of advertising recommendation from the act of image acting. We should distinguish the common recommendation behavior and false recommendation behavior in false advertisement.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D922.294

【參考文獻】

相關(guān)博士學(xué)位論文 前1條

1 于林洋;廣告薦證的法律規(guī)制研究[D];西南政法大學(xué);2011年

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本文編號：1987248