【摘要】： 比較廣告作為廣告的一種特殊形式,在現(xiàn)實(shí)生活中既備受青睞又頗受爭(zhēng)議,究其原因是比較廣告采用對(duì)比的方式進(jìn)行產(chǎn)品宣傳,這一固有特征決定了比較廣告利弊共存。一方面比較廣告采用對(duì)比的方式進(jìn)行宣傳能醒目地突出產(chǎn)品間的差異與優(yōu)劣,對(duì)消費(fèi)者具有強(qiáng)烈的勸服作用;另一方面行為人出于對(duì)自身經(jīng)濟(jì)利益的考慮,在比較過程中總會(huì)自覺或不自覺地、或多或少地貶低他人,抬高自己。比較廣告使用不當(dāng)會(huì)構(gòu)成不正當(dāng)競(jìng)爭(zhēng)。隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展,比較廣告引發(fā)的糾紛也越來越多,因此法律如何有效地對(duì)比較廣告進(jìn)行引導(dǎo)和規(guī)范,使之揚(yáng)長避短,是我們面臨的重要課題,也是本文關(guān)注的焦點(diǎn)。筆者認(rèn)為正如任何事物都有兩面性,比較廣告也不例外。因此我們對(duì)待比較廣告不能一刀切,既要肯定比較廣告有其存在的合理性和合法性,也要對(duì)比較廣告進(jìn)行適當(dāng)?shù)谋匾墓苤?對(duì)比較廣告要揚(yáng)長避短,關(guān)鍵還在于避短,即對(duì)違法比較廣告進(jìn)行認(rèn)定與處理。 構(gòu)成違法比較廣告時(shí)的表現(xiàn)形式是多樣的�？梢钥闯�,不正當(dāng)競(jìng)爭(zhēng)行為是最主要的違法比較廣告行為,而誤導(dǎo)行為和詆毀行為則是違法比較廣告最主要、最突出的表現(xiàn)形式。對(duì)于違法比較廣告,應(yīng)當(dāng)從行為主體、主觀方面、行為客體、客觀方面進(jìn)行分析認(rèn)定。對(duì)于虛假比較廣告、誤導(dǎo)比較廣告和詆毀比較廣告,應(yīng)根據(jù)相應(yīng)的判斷規(guī)則進(jìn)行認(rèn)定。 從我國目前現(xiàn)有的法律法規(guī)體系來看,我國高位階法律對(duì)比較廣告的直接法律規(guī)范相對(duì)缺失;而行政法規(guī)、規(guī)章等對(duì)比較廣告有一些規(guī)定,但法的位階低而且缺乏可操作性。因此,借鑒國外的相關(guān)立法,筆者認(rèn)為完善我國比較廣告法律規(guī)制首先應(yīng)在立法上明確允許比較廣告,并設(shè)立科學(xué)的法律規(guī)范;其次要把握好比較廣告的國際發(fā)展趨勢(shì),衡量利益,適時(shí)而變,并建立健全相應(yīng)的社會(huì)監(jiān)督機(jī)制。
[Abstract]:As a special form of advertising, comparative advertising is both favored and controversial in real life. The reason is that comparative advertising uses comparative advertising to carry out product publicity, which determines the coexistence of advantages and disadvantages of comparative advertising. On the one hand, comparative advertising can highlight the differences and advantages and disadvantages between products, and has a strong persuasive effect on consumers. On the other hand, out of consideration of their own economic interests, the actor will always belittle others and raise himself more or less consciously or unconsciously in the process of comparison. The improper use of comparative advertising will constitute unfair competition. With the development of market economy, there are more and more disputes caused by comparative advertising. Therefore, how to guide and standardize comparative advertising effectively so as to make it develop its advantages and avoid its weaknesses is an important issue we face, and it is also the focus of this paper. The author thinks that just as everything has two sides, comparative advertising is no exception. Therefore, we should not deal with comparative advertising across the board. We should not only affirm the rationality and legitimacy of comparative advertising, but also carry out appropriate and necessary control over comparative advertising. The key to comparative advertising is to avoid its strengths and weaknesses. That is, to identify and deal with illegal comparative advertising. The forms of expression when constituting illegal comparative advertising are diverse. It can be seen that unfair competition behavior is the most important illegal comparative advertising behavior, while misleading behavior and slander behavior are the most important and prominent forms of illegal comparative advertising. For illegal comparative advertising, we should analyze and identify it from the aspects of subject, subjective, object and objective. For false comparative advertising, misleading comparative advertising and slandering comparative advertising, we should identify it according to the corresponding judgment rules. From the current system of laws and regulations in our country, the direct legal norms of comparative advertising are relatively lacking in the high-ranking laws and regulations of our country, while the administrative regulations and regulations have some provisions on comparative advertising, but the rank of the law is low and lack of maneuverability. Therefore, drawing lessons from the relevant legislation of foreign countries, the author believes that to perfect the legal regulation of comparative advertising in our country, we should first explicitly allow comparative advertising in legislation, and establish scientific legal norms. Secondly, we should grasp the international development trend of comparative advertising, measure interests, change at the right time, and establish and perfect the corresponding social supervision mechanism.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：D922.294

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 孫杰;吳翔翔;;關(guān)于比較廣告的法概念分析[J];法制博覽(中旬刊);2013年08期

相關(guān)碩士學(xué)位論文 前2條

1 史晶晶;論市場(chǎng)誤導(dǎo)行為的法律規(guī)制[D];山西大學(xué);2011年

2 任海勇;不正當(dāng)比較廣告的法律規(guī)制研究[D];西南政法大學(xué);2012年

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本文編號(hào)：2482539