我國廣告代言人責任機制的構建

文化產業管理論文編號:WHCY010 論文字數:9587,頁數:12 附任務書,開題報告,外文翻譯,文獻綜述

 目錄
緒   論 1
一、明星代言虛假廣告的概括分析 1
（一） 引言 1
（二） 明星代言虛假廣告泛濫的成因 1
1.商業利益的本能驅使 1
2.《廣告法》等相關法律的漏洞 1
3.大眾媒體的缺乏自律 1
4.國家行政監管的不力 2
（三） 責任制度缺失帶來的弊端 2
1.不利于維護社會公平 2
2.降低了其社會責任感 2
3.影響廣告行業的健康發展 3
二、明星廣告代言人承擔責任分析 3
（一） 政府部門應該承擔主要的社會責任 3
（二） 明星承擔的責任 3
1.法律責任 3
2.社會責任 4
三、我國廣告代言人制度的構建 4
（一）公眾人物代言廣告的基本原則 4
1.先行審查原則 4
2.堅持親自使用原則 4
（二） 我國廣告代言人責任體制的構建 4
1.完善法治 4
2.加強新聞媒體行業組織的建設 5
3.加強廣告行業的自律監管 6
4.提高消費者的維權和自我保護意識 6
致 謝 7
參考文獻 8

摘要：虛假廣告在當今的社會里普遍存在，不僅對消費者的合法權益造成損害，同時也對市場管理秩序及其他合法經營者的權益造成了損害，特別是在呼喚誠信的今天，對虛假廣告的規制是刻不容緩的。我國現行法律的虛假廣告代言人責任制度上存在缺失，造成明星代言廣告的失范，并帶來一系列的弊端。筆者認為我國有必要構建虛假廣告代言人責任制度。本文分三個部分對其中的問題進行論述：第一部分對名人代言虛假廣告的泛濫的成因進行了分析。筆者認為，名人代言的虛假廣告比之一般的虛假廣告，具有更大的社會危害性。每個明星都有自己的擁護者，這些“粉絲”就可能成為廣告廠商潛在的消費對象，同時，消費者將自己喜愛的明星的藝術形象與商品的商業信譽不自覺的聯系起來，更容易增加對名人代言的商品的信任。第二部分中，筆者針對名人代言虛假廣告是否應當承擔責任，提出了自己的觀點。名人代言廣告產品的行為實際上就是一種現身說法的產品說明方式，而產品說明正式明示擔保的一種重要形式。由于這種說明可以誘使買賣成交，并影響成交的條件，因而將其視為具有合同約束力的明示擔保。如果銷售者售出的產品不符合以產品說明、實物樣品等方式表明的質量狀況的，銷售者應當承擔違約責任，這些責任形式包括修理、更換、退貨和賠償損失。那么以此來看，廣告代言人也應該在產品侵權責任的責任主體范圍內，因為他也參與了對產品進行明示擔保的行為。第三部分，圍繞我國廣告代言人制度的構建，筆者提出了幾點建議。
 關鍵詞：虛假廣告；責任制度；明星；代言人
 
CONSTRUCTION OF ACCOUNTABILITY MECHANISMS OF CHINA’S ADVERTISING SPOKESMAN
 ABSTRACT: False advertisements preva lent 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