本文選題：商業(yè)廣告 + 名人代言　； 參考：《黑龍江大學(xué)》2015年碩士論文

【摘要】：隨著社會經(jīng)濟(jì)的蓬勃發(fā)展和信息普及的推進(jìn),影視制作技術(shù)的成熟和多樣化,廣告的表現(xiàn)形式也應(yīng)該豐富多彩,商業(yè)廣告呈現(xiàn)出前所未有的繁榮景象。商業(yè)廣告在傳遞商品信息的同時,也對人們的消費(fèi)理念和價值取向產(chǎn)生潛移默化的影響。為了塑造品牌形象,實(shí)現(xiàn)商品經(jīng)濟(jì)效益和社會效益的提高,各大企業(yè)和商家也不約而同的選擇名人代言廣告。隨著商業(yè)廣告日益增多,代言行為變成了一把“雙刃劍”:一方面名人用其光鮮的外表給商品披上了華麗的外衣,另一方面因受到商家的青睞和利益的誘惑,陷入虛假代言的窘境。近年來,層出不窮的代言人丑聞和屢禁不止的虛假代言引起了社會的強(qiáng)烈反響,以“柯震東吸毒案”“侯耀華廣告門”為首的一系列“代言人”事件亦掀起了媒體輿論的混戰(zhàn)。如果名人以消費(fèi)者信任為資本,通過犧牲消費(fèi)者利益牟取私利,消費(fèi)者就有權(quán)追究其責(zé)任,在這一層面,法律制度應(yīng)當(dāng)成為消費(fèi)者的堅(jiān)強(qiáng)后盾。廣告作為一種信息傳播方式,在體現(xiàn)著民族的文化觀念,標(biāo)志著市場經(jīng)濟(jì)的成熟狀況,然而,由于我國現(xiàn)行廣告法律制度存在的缺陷,造成了混亂的虛假代言遭遇法律空白,盲目的非理性消費(fèi)致使消費(fèi)者權(quán)益受到損害,面對這種現(xiàn)象,本文將從揭示商業(yè)廣告代言的現(xiàn)狀出發(fā),分析虛假代言的原因,探究代言人的法律地位與應(yīng)當(dāng)承擔(dān)的責(zé)任,參考國外的法律制度與經(jīng)驗(yàn),總結(jié)和完善我國商業(yè)廣告代言人的法律規(guī)制的建議。
[Abstract]:With the vigorous development of social economy and the promotion of information popularization, the technology of film and television production is mature and diversified, the forms of advertising should also be rich and colorful, the commercial advertising presents an unprecedented prosperity. Commercial advertising not only conveys commodity information, but also exerts a subtle influence on people's consumption concept and value orientation. In order to mold the brand image and realize the improvement of the economic and social benefits of commodities, the major enterprises and businesses also choose celebrity endorsement advertisements. With the increasing number of commercial advertisements, endorsements have become a "double-edged sword": on the one hand, celebrities use their glossy appearance to put a gorgeous coat on the goods, on the other hand, they are tempted by the favor and benefit of the merchants. Fall into a quandary of false endorsements. In recent years, incessant spokesman scandals and repeated false endorsements have aroused a strong reaction in the society, and a series of "spokesmen" events, led by "Ke Chen-dong drug abuse case" and "Hou Yaohua advertising door", have also aroused a melee of media public opinion. If celebrities take consumer trust as capital and make private profits at the expense of consumers, consumers have the right to hold them accountable. At this level, the legal system should be a strong backing for consumers. Advertising, as a way of information dissemination, embodies the cultural concept of the nation and marks the mature condition of the market economy. However, because of the defects of the current advertising legal system in our country, the confusion of false endorsement encounters the legal blank. The blind irrational consumption causes the consumers' rights and interests to be damaged. In the face of this phenomenon, this paper will analyze the reasons of false endorsements, explore the legal status of spokesmen and the responsibility they should bear from revealing the present situation of endorsements in commercial advertisements. Referring to the legal system and experience of foreign countries, this paper summarizes and consummates the suggestion of legal regulation of commercial advertisement spokesman in our country.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D922.294

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