【摘要】： 本文在開篇即指出由于名人在社會上特殊地位和影響,名人代言廣告日益普遍。但名人代言的產(chǎn)品欺騙消費者事件不斷發(fā)生,造成了惡劣社會危害。由于我國法律對廣告代言現(xiàn)象缺乏針對性規(guī)定,消費者維權(quán)缺少相應(yīng)法律依據(jù)。 第一章論述了虛假廣告違反了廣告基本原則,指廣告活動的主體利用廣告對商品要素信息作引人誤解的虛假宣傳。要追究虛假廣告代言人法律責任,必須明確虛假廣告的認定標準：廣告宣傳內(nèi)容的客觀、真實性,欺詐、不實宣傳行為具有使消費者誤解的可能性,但不必拘泥于必須產(chǎn)生誤解的后果。 第二章分析了《廣告法》關(guān)于廣告活動主體的規(guī)定的局限性,界定了“廣告代言人”的概念：在商業(yè)廣告中,利用自己的形象、知名度、專業(yè)知識技能等自身資源,借助廣告?zhèn)鞑ッ襟w,代表廣告主,向消費者推銷產(chǎn)品的人。繼而分析論證了廣告代言人具有的廣告作品表演者、廣告主和消費者的特殊受托人、被代言的產(chǎn)品的薦證者、銷售輔助者形象,并進一步明晰了代言人的個人身份形象,擴充了代言人的“組織”身份范圍。 第三章通過對境外虛假廣告代言立法的比較考察,分析了《食品安全法》關(guān)于虛假食品廣告立法的成功與不足,重點分析論證了虛假廣告代言人民事法律責任的責任基礎(chǔ),代言人的主體范圍、歸責原則、損害賠償原則。指出在修訂《廣告法》的有關(guān)條文同時,要對《產(chǎn)品質(zhì)量法》等其他相關(guān)法律作出配套修改。最后結(jié)合《民事案件案由規(guī)定》分析了追究虛假廣告代言人法律責任所面臨的訴訟實務(wù)困境。 最后是對本文的結(jié)論的小結(jié)歸納。
[Abstract]:At the beginning of the article, it is pointed out that celebrity endorsements are becoming more and more popular because of the special status and influence of celebrities in society. But celebrity endorsements of the product cheating consumer incidents continue to occur, resulting in bad social harm. Due to the lack of specific regulations on advertising endorsements in Chinese law, consumer rights protection lacks the corresponding legal basis. The first chapter discusses that false advertising violates the basic principles of advertising, which means that the main body of advertising activities use advertisements to misunderstand the information of commodity elements. In order to investigate the legal liability of false advertising spokesmen, we must make clear the criteria for the identification of false advertisements: the objective, authenticity, fraud and false propaganda of advertising content have the possibility of making consumers misunderstand. But don't be stuck to the consequences of having to misunderstand. The second chapter analyzes the limitations of the advertising law on advertising activities, defines the concept of "advertising spokesman": in commercial advertising, it uses its own resources, such as its own image, popularity, professional knowledge and skills, etc. A person who sells products to consumers on behalf of advertisers by means of advertising media. Then, the author analyzes and demonstrates the special trustees of the advertisement works, the advertisers and the consumers, the testimonials of the products endorsed, the image of the sales assistants, and the personal identity images of the spokesmen, which are possessed by the advertisement spokesmen, and the special trustees of the advertisers and the consumers are also analyzed and demonstrated. Expanded the "organization" identity of the spokesman. The third chapter analyzes the success and deficiency of false food advertising legislation in the Food Safety Law through the comparative investigation of the legislation of false advertisement endorsements abroad, and focuses on the analysis and demonstration of the liability basis of the civil liability of false advertising spokesmen. The scope of the principal body of the spokesman, the principle of liability, the principle of compensation for damage. It is pointed out that other relevant laws, such as the Product quality Law, should be amended in conjunction with the relevant provisions of the Advertising Law. In the end, the author analyzes the practical difficulties of investigating the legal liability of false advertisement spokesmen with reference to the provisions of Civil cases. Finally, the conclusion of this paper is summarized.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：D922.294;D923

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 許苗苗;名人代言虛假廣告的法律責任研究[D];南昌大學(xué);2010年

2 邵丹云;論我國名人代言虛假廣告的法律規(guī)制[D];河南師范大學(xué);2011年

3 姚紹芬;虛假廣告代言人的民事責任研究[D];福建師范大學(xué);2012年

，

本文編號：2352265