發(fā)布時(shí)間：2018-03-06 05:35

  本文選題：虛假不實(shí)廣告　切入點(diǎn)：廣告代言人　出處：《中國政法大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 在自由競爭市場體制里,廣告是拓展市場力量的一種手段,因此各國政府對于商品廣告的規(guī)范都有基本的規(guī)定,例如中國大陸《廣告法》第四、第五條規(guī)定“廣告不得含有虛假的內(nèi)容,不得欺騙和誤導(dǎo)消費(fèi)者”；“廣告主、廣告經(jīng)營者、廣告發(fā)布和從事廣告活動(dòng),應(yīng)當(dāng)遵守法律、行政法規(guī),遵循公平、誠實(shí)信用的原則”；《反不正當(dāng)競爭法》第九條規(guī)定“經(jīng)營者不得利用廣告或者其他方法,對商品的質(zhì)量、制作方法、性能、用途、生產(chǎn)者、有效期限、產(chǎn)地等作引人誤解的虛假宣傳。廣告的經(jīng)營者不得在明知或者應(yīng)知的情況下,代理、設(shè)計(jì)、制作、發(fā)布虛假廣告”。中國臺(tái)灣地區(qū)雖然沒有單一的廣告法規(guī)體系,然對于商品廣告的規(guī)范多散見于各類法規(guī),例如《廣播電視法》第二條規(guī)定“廣告乃指廣播、電視或播放錄影內(nèi)容為推廣宣傳商品、觀念或服務(wù)”；《公平交易法》第二十一條“事業(yè)不得在商品或其廣告上,或以其他使公眾得知之方法,對于商品之價(jià)格、數(shù)量、品質(zhì)、內(nèi)容.等為虛偽不實(shí)或引人錯(cuò)誤之表示或表征”；《消費(fèi)者保護(hù)法》第二十條“企業(yè)經(jīng)營者應(yīng)確保廣告內(nèi)容之真實(shí),其對消費(fèi)者所負(fù)之義務(wù)不得低于廣告之內(nèi)容”；《醫(yī)療法》第八十四條規(guī)定“非醫(yī)療機(jī)構(gòu)不得為醫(yī)療廣告”；其他諸如《藥事法》、《化妝品衛(wèi)生管理?xiàng)l例》、《食品衛(wèi)生管理法》等等。 然而隨著廣告手法的不斷創(chuàng)新,光只是單純被動(dòng)地展示商品特性的宣傳方式已經(jīng)不能滿足商品推廣的效應(yīng)。為了加強(qiáng)消費(fèi)者對商品的互動(dòng),吸引消費(fèi)者的目光,刺激消費(fèi)者的購買欲望,近年來企業(yè)或廣告主多半選擇花大錢聘請名人或明星為商品代言宣傳,冀望以名人或明星的知名度與影響力為商品提供更強(qiáng)而有力的宣傳。但是越來越多的消費(fèi)爭議顯示許多雖然名人或明星多半是以扮演者的角色來推廣商品,依照廣告商或企業(yè)的要求在廣告中扮演商品的推銷者,但卻輕忽了自身的知名度對消費(fèi)者購買態(tài)度的影響力,甚或在經(jīng)紀(jì)公司要求下或金錢私欲滿足心理下推銷廣告商品,完全不管廣告內(nèi)容是否引人誤解、真實(shí)無欺,因而引發(fā)廣告代言的消費(fèi)糾紛,中國大陸與中國臺(tái)灣地區(qū)現(xiàn)實(shí)案例幾乎對名人或明星缺乏法令規(guī)范,故讓人不能不去深思,難道為商品代言的名人或明星不用為其宣傳的虛假不實(shí)廣告負(fù)上任何民事法律責(zé)任嗎? 因此,本文研究目的如下： 一、了解廣告代言人在虛假不實(shí)廣告行為中的角色界定與民事法律地位。 二、了解在現(xiàn)行民事法制中廣告代言人與虛假不實(shí)廣告行為所為之規(guī)定與規(guī)范。 三、比較兩岸民事法令對于廣告代言人之虛假不實(shí)廣告行為的司法實(shí)踐與個(gè)案分析,由此找出兩岸在法律保護(hù)上的不足之處。 四、從現(xiàn)行民事法律體制出發(fā)提供兩岸法令對于建置廣告代言人責(zé)任制度的建議。
[Abstract]:In a free competition market system, advertising is a means of expanding market power, so governments have basic regulations on commodity advertising, such as the advertising law of mainland China, 4th. Article 5th states that "advertisements shall not contain false content and shall not deceive or mislead consumers"; "advertisers, advertising agents, advertising agencies and advertising agencies shall abide by the laws, administrative regulations and rules and regulations and abide by fairness," "the principle of good faith"; Article 9th of the Anti-unfair Competition Law stipulates that "operators shall not use advertising or other methods to determine the quality, method of production, performance, use, producer, or duration of validity of the goods," Advertising operators shall not act as agents, design, produce and publish false advertisements with knowledge or knowledge. "although there is no single advertising regulation system in the Taiwan area of China, However, the regulations for advertising of commodities are often scattered in various laws and regulations, such as article 2 of the Radio and Television Law, which states that "advertisements refer to broadcasting, television or broadcasting video content for the promotion of promotional goods," Article 21th of the Fair Trade Act: "A cause shall not be in the advertisement of goods or in any other way known to the public as to the price, quantity or quality of goods, Content. Such as hypocritical, false or misleading representation or representation. "Article 20th of the Consumer Protection Law shall ensure that the advertising content is true," Its obligation to the consumer shall not be lower than the content of the advertisement; Article 84th of the Medical Law stipulates that "the non-medical institution shall not be a medical advertisement"; other items such as the Pharmacy Law, the Cosmetics Sanitary regulations, the Food Hygiene Administration Act, etc. However, with the continuous innovation of advertising techniques, the mere passive display of the characteristics of goods has not been able to satisfy the effects of commodity promotion. To stimulate consumers' desire to buy, in recent years, enterprises or advertisers have mostly chosen to spend a lot of money to hire celebrities or stars to promote their products. It is hoped that the popularity and influence of celebrities or stars will provide stronger and more powerful publicity for the goods. But the growing consumer controversy shows that many celebrities or stars promote goods in their role, although most of them do so. To act as a marketer in an advertisement at the request of an advertiser or an enterprise, but neglecting the influence of his own popularity on the consumer's buying attitude, or even at the request of a broker or at the expense of money, Regardless of whether the content of the advertisement is misleading, true or not, it leads to a consumer dispute about advertising endorsements. The actual cases of mainland China and Taiwan almost lack of legal norms for celebrities or stars, so people have to ponder over it. Is it that a celebrity or star who speaks for a commodity is not liable for any civil liability for the false and false advertisement he propagates? Therefore, the purpose of this study is as follows:. First, understand the role of advertising spokesman in false and false advertising behavior and civil legal status. Second, understand the regulations and norms of advertising spokesman and false and false advertising in the current civil law. Thirdly, it compares the judicial practice and case analysis of the false and false advertising behavior of the advertising spokesman in the civil law of the two sides of the Taiwan Strait, and finds out the deficiencies of the legal protection of the two sides of the strait. Fourth, from the current civil legal system to provide cross-strait laws for the establishment of advertising spokesman liability system.
【學(xué)位授予單位】：中國政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：D922.294

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 周情;廣告代言行為的法律規(guī)制[D];海南大學(xué);2011年

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本文編號：1573571