淺談網絡虛假廣告

工商管理論文編號:GS008  字數:19856.頁數:29

目錄：
摘要.......................................................................... 3
Abstract ......................................................................3
緒論.......................................................................... 5
第一章　網絡廣告的產生.........................................................6
一、網絡的起源.................................................................6
二、網絡的優勢特點.............................................................6
三、網絡廣告的產生.............................................................8
四、網絡廣告的地位.............................................................8
五、網絡廣告的優勢特點以及分類.................................................9
六、我國網絡廣告的現狀.........................................................11
第二章  網絡廣告面臨的現時問題——虛假廣告.....................................12
一、網絡的虛假廣告 ............................................................12
二、虛假的成因 ................................................................15
三、虛假的危害——消費者權益影響...............................................19
四、網絡虛假廣告的對策.........................................................22
第三章  光明的前景.............................................................26
總結.......................................................................... 29
致謝 .......................................................................... 29
參考文獻.......................................................................... 29
著作..........................................................................  29
網站..........................................................................  30
雜志.......................................................................... 30

摘要
在1994年10月14日，美國的平面雜志《WIRED》旗下的HOT WIRED網站開始刊登廣告，第一則網絡廣告便是在此誕生了。此后，眾多傳統媒體如美國有線電視網CNN、《華爾街日報》等都紛紛上網并且設立自己的網站，將自己的資料搬上網絡，刊登信息服務的同時開始在網絡上經營廣告。網絡廣告就此走向發展之路。我國網絡廣告近年來也不斷發展，網絡廣告成為網站收入的一大來源。然而伴隨著網絡廣告的興盛，網絡虛假廣告也隨之產生。由于網絡廣告的廣告主體難于界定，網絡廣告傳播的內容以及廣告發布地域的自由化程度相當的高，對發布網絡廣告的有關的網絡服務供應商的法律責任無法明確，法律現有適用條文的沖突。成為虛假廣告產生的主要成因，對消費者的利益產生的巨大的損害。因此我們要通過完善法律法規，建立有效的監管機制，培養消費者自我保護意識，加強ISP的責任來解決網絡虛假廣告這一問題。通過這些對網絡虛假廣告的應對手段，網絡廣告必定將有一個美好的明天。
Abstract
On October 14, 1994, the HOT WIRED website under command of 《WIRED》 of U.S.A. began to publish the advertisement, the advertisement of the first network is to emerge here. After this, numerous traditional medias surfed the Net and set up one's own websites one after another such as American cable television network CNN, 《The Wall Street Journal》., bring one's own materials up to the network, begin to manage the advertisement in the network while publishing information service. The advertisement of the network moves towards the way of development at this point . The network advertisement of our country is being developed constantly too in recent years, the advertisement of the network becomes a great source of website's income. But is following the prosperity of advertisement of the network , the production thereupon of sham publicity of network. Because network advertising subject of advertisement difficult to define, network content and advertisement that advertisement travel issue liberalization degree of region a suitable one high, it is for network of issuing the advertisement one about network the unable and clear in legal liability of service supplier, the law has conflict applicable to the clause now. Become main origin cause of formation that sham publicity produces , the enormous harm emerging in interests to consumers. So we will set up effective supervision mechanism through perfecting the laws and regulations, train consumer's sense of self-protection, solve this problem of sham publicity of the network in responsibility which strengthens ISP. Through the network means of dealing with of sham publicity, network advertisement must have a bright tomorrow.
關鍵詞：網絡 　 網絡廣告  虛假　  虛假廣告　未來　　廣告法