本文選題：侵權(quán)責任　切入點：過錯歸責原則　出處：《西南政法大學》2011年碩士論文

【摘要】：伴隨著經(jīng)濟的高速發(fā)展,廣告活動越加頻繁,其作為社會生活中不可缺少的部分,充斥著人們?nèi)粘Ｉ畹恼麄�空間。在我國,名人往往具有較高的公信力和較廣的公眾認知度,聘請名人代言廣告成為大多數(shù)廣告主的不二選擇。名人代言的虛假廣告具有受害群體廣泛性、高度的欺騙性和誤導性等特點,與普通廣告相比較名人代言的虛假廣告具有更大的社會危害性。近年來,名人代言虛假廣告不斷引發(fā)糾紛,一些消費者將代言虛假廣告的名人告上法庭,這類案件往往以消費者的敗訴而告終。名人代言虛假廣告的民事責任是我國立法的薄弱環(huán)節(jié)。因此,對名人代言虛假廣告民事責任的研究具有一定的理論與現(xiàn)實意義。 本文分五部分對名人代言虛假廣告的民事責任進行研究。 第一部分,問題的提出。以諸多名人代言虛假廣告引發(fā)糾紛的現(xiàn)實為引,從名人主體的角度分析了名人代言虛假廣告的原因,并對名人代言虛假廣告的危害性進行了深入的探討,最后介紹了當前我國名人代言虛假廣告的立法現(xiàn)狀。 第二部分,名人代言虛假廣告承擔民事責任的必要性。名人代言虛假廣告是否應該承擔民事責任在理論界存在爭議,本部分在介紹理論界名人代言無責說的幾種觀點的基礎(chǔ)上,有針對性的對名人代言無責說進行了批駁,并在理論上提出了名人代言虛假廣告應該承擔民事責任的依據(jù)。 第三部分,名人代言虛假廣告民事責任的性質(zhì)認定。重點介紹了學界就名人代言虛假廣告民事責任性質(zhì)這個問題所持的主要觀點,并對其分別加以評述,肯定了名人應該承擔代言虛假廣告的民事責任,具體而言是一種侵權(quán)責任,進而詳細分析了名人代言虛假廣告承擔侵權(quán)責任的構(gòu)成要件。 第四部分,名人代言虛假廣告侵權(quán)責任的歸責。在第三部分肯定了名人代言虛假廣告承擔侵權(quán)責任的基礎(chǔ)上,就如何對名人代言虛假廣告進行歸責做出了深入的探討。首先明確了名人代言虛假廣告應該適用過錯歸責原則,進而重點分析了名人代言虛假廣告侵權(quán)的責任形態(tài)。名人代言虛假廣告侵權(quán)應該依據(jù)其主觀過錯程度確定其責任,主觀上明知或者應知時承擔連帶責任,主觀上為輕過失時承擔按份責任。 第五部分,對名人代言虛假廣告承擔侵權(quán)責任的建議。在對現(xiàn)實生活中紛繁復雜的名人虛假廣告糾紛進行深入思考的同時,從名人代言虛假廣告的主觀過錯程度與社會危害性大小兩個角度出發(fā),提出了將名人類型化、廣告標的類型化以確定其侵權(quán)責任的建設(shè)性建議。
[Abstract]:With the rapid development of economy, advertising activities become more and more frequent. As an indispensable part of social life, advertising activities are filled with the whole space of people's daily life.In our country, celebrities tend to have higher credibility and wider public recognition, and hiring celebrity endorsements has become the only choice for most advertisers.The false advertisement of celebrity endorsement has the characteristics of extensive victimized group, highly deceptive and misleading. Compared with ordinary advertisement, the false advertisement of celebrity endorsement has more social harmfulness.In recent years, celebrity endorsement of false advertising has led to disputes, some consumers will endorse false advertising celebrities to court, such cases often end in consumer defeat.The civil liability of celebrity endorsing false advertisement is the weak link of our legislation.Therefore, the research on the civil liability of celebrity endorsement false advertising has certain theoretical and practical significance.This article divides into five parts carries on the research to the celebrity endorsement false advertisement civil liability.The first part is the raising of the question.Based on the reality of disputes caused by the false advertisement of celebrity endorsement, this paper analyzes the reasons of the false advertisement of celebrity endorsement from the angle of celebrity subject, and probes into the harm of false advertisement of celebrity endorsement.At last, it introduces the current legislation status of celebrity endorsement false advertisement in our country.The second part is the necessity of celebrity endorsing false advertisement to bear civil liability.And in theory put forward celebrity endorsement false advertising should bear civil liability basis.The third part, the nature of the civil liability of celebrity endorsement false advertising.This paper mainly introduces the main viewpoints of academic circles on the nature of civil liability of celebrity endorsement false advertising, and comments on it respectively, affirming that celebrities should bear the civil liability of endorsing false advertising, specifically, it is a kind of tort liability.Then it analyzes the constitutive elements of liability for tort of celebrity endorsement false advertisement in detail.The fourth part, celebrity endorsement false advertising tort liability.In the third part, on the basis of affirming the tort liability of celebrity endorsement false advertisement, the author makes a deep discussion on how to impute the celebrity false advertisement.Firstly, the principle of fault imputation should be applied to the false advertisement of celebrity endorsement, and then the liability pattern of the tort of false advertisement of celebrity endorsement is analyzed.Celebrity endorsement of false advertising tort should be based on its subjective fault degree to determine its liability, subjectively know or should know to bear joint liability, subjectively for light fault to bear the responsibility.The fifth part, the suggestion to bear the tort liability to the celebrity endorsement false advertisement.While deeply thinking about the complicated disputes of false advertising of celebrities in real life, this paper puts forward the classification of celebrities from the angles of the degree of subjective fault and the social harmfulness of celebrity endorsements of false advertisements.A constructive proposal for typologizing advertising objects to determine their liability for tort.
【學位授予單位】：西南政法大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：D922.294;D923

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本文編號：1719950