【摘要】：在現(xiàn)代市場(chǎng)經(jīng)濟(jì)社會(huì),廣告扮演著極其重要的角色。它既是消費(fèi)者了解商品和服務(wù)信息的重要途徑,也是廠商獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的基本手段。作為一種特殊的廣告形式,比較廣告通過將特定的商品或服務(wù)與其他競(jìng)爭(zhēng)者的商品或服務(wù)相對(duì)比,從而產(chǎn)生比一般廣告更強(qiáng)烈的宣傳效果。但與此同時(shí),也正是由于比較廣告以比較的手法宣傳商品或服務(wù),使得其可能構(gòu)成對(duì)他人商譽(yù)的侵權(quán)。而目前我國(guó)關(guān)于廣告的法律法規(guī)并不完善,對(duì)比較廣告的法律規(guī)制也不完備。在面對(duì)大量的糾紛時(shí),法律的規(guī)定往往顯得力不從心,因此對(duì)比較廣告的法律規(guī)制問題進(jìn)行系統(tǒng)的研究,以使得比較廣告這一個(gè)市場(chǎng)競(jìng)爭(zhēng)的產(chǎn)物,能夠在健全的法律制度下?lián)P長(zhǎng)避短顯得十分重要。 本文通過對(duì)比較廣告的基礎(chǔ)理論的分析,借鑒國(guó)外的相關(guān)立法,試圖針對(duì)我國(guó)目前比較廣告法律規(guī)制所存在的缺陷,建立切實(shí)有效的比較廣告法律規(guī)制體系�；谶@一認(rèn)知,本文探討了比較廣告的基本理論問題及其在實(shí)踐中如何對(duì)其進(jìn)行有效的法律規(guī)制。全文除引言和結(jié)語(yǔ)外,共包括四個(gè)部分。 第一部分——比較廣告的基本理論。本部分從比較廣告的基本內(nèi)涵入手,通過分析各國(guó)關(guān)于比較廣告的界定,明確了比較廣告具有的法律特征和表現(xiàn)形式,同時(shí)從經(jīng)濟(jì)價(jià)值和社會(huì)價(jià)值兩方面對(duì)比較廣告存在的合理性進(jìn)行了分析。同時(shí),在考察各國(guó)關(guān)于比較廣告法律制度的基礎(chǔ)上,認(rèn)為比較廣告指以明示或暗示的方式,將商品或服務(wù)與其他競(jìng)爭(zhēng)者的相關(guān)商品或服務(wù)進(jìn)行比較,以突出自身商品或服務(wù)特點(diǎn)的宣傳方式。其目的是使消費(fèi)者產(chǎn)生此種商品或服務(wù)優(yōu)于其他競(jìng)爭(zhēng)者的商品或服務(wù)的比較效果。 第二部分——我國(guó)比較廣告法律規(guī)制現(xiàn)狀。該章從現(xiàn)行立法狀況、實(shí)踐方面、現(xiàn)行立法和實(shí)踐的缺陷三個(gè)部分對(duì)我國(guó)比較廣告法律規(guī)制的現(xiàn)狀以及存在的缺陷進(jìn)行了分析。首先,我國(guó)比較廣告的立法大體存在以下方面的問題：第一,法條簡(jiǎn)化、立法層次較低。第二,內(nèi)容不統(tǒng)一,概念模糊。第三,操作隨意性大。第四,適用范圍的狹窄性。第五,法律規(guī)制內(nèi)容的片面性。第六,最優(yōu)宣傳的禁止性。其次,司法實(shí)踐方面存在如下缺陷：“意思自治”的商事調(diào)解機(jī)制缺乏,對(duì)受害者的傾斜保護(hù)原則缺失。最后,救濟(jì)途徑的單一性。 第三部分——國(guó)際比較廣告法律規(guī)制現(xiàn)狀。該章從立法模式與實(shí)踐兩個(gè)方面對(duì)世界各國(guó)比較廣告的法律規(guī)制狀況進(jìn)行了比較,從中吸取經(jīng)驗(yàn),為我國(guó)比較廣告法律規(guī)制模式的形成提供借鑒。對(duì)于比較廣告,不同國(guó)家對(duì)其持不同的看法。目前,美國(guó)采用肯定模式,對(duì)比較廣告持鼓勵(lì)的態(tài)度,并認(rèn)為比較廣告屬于商業(yè)言論應(yīng)該受到法律的保護(hù),但是和非商業(yè)言論自由在保護(hù)程度上有所不同,應(yīng)區(qū)別對(duì)待。同時(shí)在認(rèn)定違法的比較廣告上確立了比較完善的證據(jù)原則。歐盟,在關(guān)于比較廣告的97/55/EC指令通過以前,不同的成員國(guó)對(duì)比較廣告的態(tài)度不一致,阻礙了商品和服務(wù)在歐洲統(tǒng)一市場(chǎng)中的自由流通。為了改變這種狀況,歐盟先后公布了84指令和97指令,對(duì)比較廣告的含義、比較廣告合法的標(biāo)準(zhǔn)以及打擊錯(cuò)誤誘導(dǎo)廣告和不被認(rèn)可的比較廣告的實(shí)施機(jī)制等方面作出了規(guī)定。 第四部分——我國(guó)比較廣告法律規(guī)制的完善。該章是本文的最后一章也是最重要的一章,是在前述的理論基礎(chǔ)和借鑒其他國(guó)家立法經(jīng)驗(yàn)上,對(duì)完善我國(guó)比較廣告法律制度的一些思考。在這一部分筆者針對(duì)第二部分談到的缺陷,建議從立法、實(shí)踐兩個(gè)方面對(duì)我國(guó)比較廣告法律規(guī)制制度進(jìn)行完善。
[Abstract]:Advertising plays an extremely important role in modern market economy society. It is not only an important way for consumers to understand the information of goods and services, but also a basic means for manufacturers to gain competitive advantage. At the same time, it is also because comparative advertisement propagates commodities or services by means of comparison that it may constitute infringement on the goodwill of others. When disputes arise, the legal provisions are often inadequate. Therefore, it is very important to conduct a systematic study on the legal regulation of comparative advertising so that comparative advertising, a product of market competition, can develop its strengths and avoid its weaknesses under a sound legal system.
Based on the analysis of the basic theory of comparative advertising and the relevant foreign legislation, this paper tries to establish a practical and effective legal regulation system of comparative advertising in view of the defects of the legal regulation of comparative advertising in China. In addition to the introduction and conclusion, the full text includes four parts.
The first part is the basic theory of comparative advertising.This part begins with the basic connotation of comparative advertising,analyzes the definitions of comparative advertising in different countries,clarifies the legal features and forms of expression of comparative advertising,and analyzes the rationality of comparative advertising from the aspects of economic value and social value. On the basis of examining the legal systems of comparative advertising in various countries, the author holds that comparative advertising refers to the way in which goods or services are compared with the relevant goods or services of other competitors in an explicit or implied manner in order to highlight the characteristics of their own goods or services. The purpose of comparative advertising is to make consumers produce such goods or services superior to other competitors. The comparative effect of competitors' goods or services.
The second part is the present situation of comparative advertisement legal regulation in our country.This chapter analyzes the present situation and the existing defects of comparative advertisement legal regulation in our country from the current legislative situation, the practice aspect, the current legislation and the practice flaw.Firstly, the legislation of comparative advertisement in our country has the following problems:First, the law. Secondly, there are the following defects in judicial practice: the lack of commercial mediation mechanism of "autonomy of will" and the victim. The principle of tilt protection is missing. Finally, the single way of relief.
This chapter compares the legal regulation of comparative advertising in different countries in the world from two aspects of legislative mode and practice, and draws lessons from them, which can provide reference for the formation of the legal regulation mode of comparative advertising in China. At present, the United States adopts the affirmative model and takes an encouraging attitude toward comparative advertising. It holds that comparative advertising belongs to commercial speech and should be protected by law, but it should be treated differently from non-commercial speech in the degree of protection. Before the adoption of the 97/55/EC Directive on Comparative Advertising, different Member States had different attitudes towards comparative advertising, which hindered the free flow of goods and services in the European unified market. Induced advertising and non recognition of the implementation mechanism of comparative advertising has been stipulated.
The fourth part is the perfection of the legal regulation of comparative advertising in our country.This chapter is the last and the most important chapter of this article.It is a reflection on the perfection of the legal system of comparative advertising in our country on the theoretical basis and the legislative experience of other countries. Law, practice two aspects of China's comparative advertising legal regulation system to improve.
【學(xué)位授予單位】：西南財(cái)經(jīng)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

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本文編號(hào)：2190169