我国广告代言人责任机制的构建

论文编号:WHCY010 论文字数:9587,页数:12 附任务书,开题报告,外文翻译,文献综述

 摘要：虚假广告在当今的社会里普遍存在，不仅对消费者的合法权益造成损害，同时也对市场管理秩序及其他合法经营者的权益造成了损害，特别是在呼唤诚信的今天，对虚假广告的规制是刻不容缓的。我国现行法律的虚假广告代言人责任制度上存在缺失，造成明星代言广告的失范，并带来一系列的弊端。笔者认为我国有必要构建虚假广告代言人责任制度。本文分三个部分对其中的问题进行论述：第一部分对名人代言虚假广告的泛滥的成因进行了分析。笔者认为，名人代言的虚假广告比之一般的虚假广告，具有更大的社会危害性。每个明星都有自己的拥护者，这些“粉丝”就可能成为广告厂商潜在的消费对象，同时，消费者将自己喜爱的明星的艺术形象与商品的商业信誉不自觉的联系起来，更容易增加对名人代言的商品的信任。第二部分中，笔者针对名人代言虚假广告是否应当承担责任，提出了自己的观点。名人代言广告产品的行为实际上就是一种现身说法的产品说明方式，而产品说明正式明示担保的一种重要形式。由于这种说明可以诱使买卖成交，并影响成交的条件，因而将其视为具有合同约束力的明示担保。如果销售者售出的产品不符合以产品说明、实物样品等方式表明的质量状况的，销售者应当承担违约责任，这些责任形式包括修理、更换、退货和赔偿损失。那么以此来看，广告代言人也应该在产品侵权责任的责任主体范围内，因为他也参与了对产品进行明示担保的行为。第三部分，围绕我国广告代言人制度的构建，笔者提出了几点建议。
 关键词：虚假广告；责任制度；明星；代言人
 
CONSTRUCTION OF ACCOUNTABILITY MECHANISMS OF CHINA’S ADVERTISING SPOKESMAN
 ABSTRACT: False advertisements prevalent in today’s society, which not only do harm to consumers’ legal rights, but also to the market management orders and the legal rights of other operators. Therefore, there is no time to delay to regulate the false advertisements, especially at such a moment that calls for honesty and credit. At present, the law of the false advertisement spokesman responsibility system has some flaws, causing some misbehavior of the as well as a serious of drawbacks. The author thinks that it’s necessary for our country to establish the system of the false advertisement spokesman responsibility. This article elaborates on the above-mentioned problems in three parts. The first part lays analysis on the hazardous effects of false ads and the reasons of their deluge. The author believes that compared with some ordinary false ads, the false ads that represented by celebrities have more negative effects on society. Every star has his own supporters. These funs are likely to be the potential consumers of such false ads. At the same time, consumers will unconsciously associate the artistic image of their favorite stars with the commercial credit of certain products, which will easily leads consumers to trust the products more. In the second part, the author gives his own opinion on whether the celebrities should undertake the responsibility of false ads. The practice of celebrities spokesmen actually is a sort of testimonial to the products b the celebrity himself, while the instructions of products are a kind of guarantee for the goods. Since such instructions can attract the customers and affect the conditions of dealing, they are regarded as an express warranty with contract binding force. If the products don’t agree with the instructions or samples, the sellers should take up the liability for breach of contract, which varies from repairing, changing, refunding and returning. As a result, spokesmen should also be included in the liability subject range of product liability for tort, for he is involved in the express warranty for the product too. The third part, as for the Construction of Accountability Mechanisms of China’s Advertising Spokesman, the author gives some suggestions.
 Keys words: False advertisements; Responsibility system; Advertisement; Star

目录
绪   论 1
一、明星代言虚假广告的概括分析 1
（一） 引言 1
（二） 明星代言虚假广告泛滥的成因 1
1.商业利益的本能驱使 1
2.《广告法》等相关法律的漏洞 1
3.大众媒体的缺乏自律 1
4.国家行政监管的不力 2
（三） 责任制度缺失带来的弊端 2
1.不利于维护社会公平 2
2.降低了其社会责任感 2
3.影响广告行业的健康发展 3
二、明星广告代言人承担责任分析 3
（一） 政府部门应该承担主要的社会责任 3
（二） 明星承担的责任 3
1.法律责任 3
2.社会责任 4
三、我国广告代言人制度的构建 4
（一）公众人物代言广告的基本原则 4
1.先行审查原则 4
2.坚持亲自使用原则 4
（二） 我国广告代言人责任体制的构建 4
1.完善法治 4
2.加强新闻媒体行业组织的建设 5
3.加强广告行业的自律监管 6
4.提高消费者的维权和自我保护意识 6
致 谢 7
参考文献 8