论明星代言虚假广告行为的法律责任

华中科技大学硕士学位论文论明星代言虚假广告行为的法律责任姓名：朱琛申请学位级别：硕士专业：法律硕士指导教师：蒲莉2010-05-151,,23AbstractAsthehigh-speeddevelopmentofourinformationera,peoplenowadayswouldliketoobtaininformationthroughthenewspaper,television,network,newsmediafortheirpromptlyspeed.Therefore,thebusinessmenpaymuchattentiontothemediapublicity,invariousformsofadvertisingofourdailylife.Thosewhorichinfundsputtheirfundstooccupytheimportantsection,andtheotherstakeplacethesmallsectiontosavemoney.Underthisbackground,anewkindofadvertisementhappened,thatis“endorsement”.Ontheonehand,thestarsastheendorserscaninducetheconsumerstobuythegoodssoastoachievethepurposeofadvertisingandpromotingthedevelopmentofcommodityeconomy.Ontheotherhand,itcanincreasetheincomeofthestars.Thisisawin-winmarkettransaction,whichasanewwayofadvertisingwasacceptedbytheconsumergroups.However,inrecentyears,someadvertisementsbrokethemarketrules,whichbringdifferentextentofdamagetotheconsumers.Now,wefoundthestarsasthespokespersonareoftenblamedfortheirfalseendorsement,andtheconsumerscannotbeprotectedbycomplainorjudicialwayswiththecurrentlawinChina.AlthoughthecivillawofRepublicofChina,theadvertisinglawhaverefertothelegalresponsibilityofthesaidbusinessman,butexceptthefoodsafetylaw,whichhavetheclearregulationofthefalseendorsement,otherlawsarenotexplicitlymentionedcommoditiesoperatorsandadvertisementpublishersoutsideofpersonalresponsibility.Asitwasmotionedbefore,itneedustoinvestigateandcompletedtheresponsibilitysystemofourstatetofollowupthedevelopmentofthesociety.Thethesisconsistedoffourparts.Besides,accordingtothebackground,Iusedvariousways,especiallypaymuchattentiontothecomparativeanalysis,summarizedtheresearchidea,thelogicstructure,andotherrelatedissues.Inthefirstpart,Ianalyzedthecurrentof“starsfalse”inChinarecentlyaswellasthedefinitionoffalseendorsementsstarbehaviorproblems.Theaspectscontainbutnotlimitedtotheattributeofthefalseadvertisement,suchasfraudormisleadingbehavior,theresultofendorsementsbehaviorandtherelationshipbetweenthebehaviorandthe4result.Inthesecondpart,Ispreadthearticlemainlythroughthebasiclegaltheory.Inthispart,thegoodfaithprincipleaswellasthetheoryofcivilrights,theprincipleofreciprocityjointactoftorttheoryforstarfalseallprovidedthetheoreticalsupportsforlegalresponsibility.Inthethirdpart,Icomparedpresentsituationofthelegislativesystemofresponsibilityspokespersonforthemissingandanalysistotheforeignlegislation.Astheauthor,IbelievethatChinashouldlearnfromforeignadvancedexperienceatpresent,basedonthecharacteristicsoftheirlegalenvironment,combinedwiththeactualsituation,adoptvariousformsofcombination,andafterallestablisharationalsystemoflegalliability.Thefourthpartistoresolvetheproblemthathowtoestablishthelegalactionsspeakfalsestarresponsibilitysystem.Itconcludedthatweshouldmakeself-disciplineasthefinalminimumstandards,combinedwiththelawsandregulations,inordertoformalawprotectionsystem,thecoreofwhichiscivillaw,andassistwiththeadministrativelaw,criminallaw,etc.Keywords:Endorsement,Falseadvertising,Responsibilitysystem□□“√”72000200420052007315102008200791.8%67.7%3.6%,8911.1121.[M].,2005.669.2.[J].().10mouthpiece1.21984910“”33.[M].,2003.178.11“,”“”1.312,312“”“”1.41322009612.1444.[M]..1992,79.142.255[]..[M].1980,254.152.36,6.[M].,20071633.11994----190787BBC()197177.[M].,1997.112.1783250%9350719721984910108.[J]..2004.9.:.()3.2.520091226—21113.2.6,3.33.3.13.3.211:htttp://blog.sina.com.cn/thehopeofus22SK-‘’283.3.2200512(*)+12.[M]...4.:,2001.232444.14.1.11.13106213,.[J]..2006,1:35252.20053.26274.1.24243,4.228“”,143714.[J].,20066,70-71.29,“10001”“”,,154.31994----19078715.[M].,2000.221304.3.119571963.,31,4.3.2“”,20099194.3.3.“”“”,1616.[J].,20039,13-1532“”,.3334[l].[M].1992[2].[M].,1997[3].[M].,1999[4].[M].,2000[5].[M].,2001[6].[M].,2002[7].[M].,2003[8].[M].,2003.3[9].[M].,2003[10].[M].,2004[11].[M].,2005[12].[M].,2005.6[13][M].,2005[14].[M].,2007[15].[M].,2007[16].[M].,2007[17].[M].,2007[18].[M].,2007[19].,200311[20].[N].,2004-11-01(3).[21],.[J].,2005.[22].[N].,2005-06-10(2).[23].[J].,200611.[24].[J].,20066.[25].[J].,2006(8).35[26].[J].,20078[27].[N].,2007-3-19.[28].91.8%[N]..2007-04-9.[29].[J].,2007(8)[30].:,[31]GlanvilleWilltanms,B.A.Hepple.FoundationalofthelawofTort,londonBUTTERWorths.1976[32]R.Callman,thelawofUnfairCompetitionTrademarkMonopolies,Vol.1(4th1987)[33]R.S.Kroszner&R.G.Rajan,IstheGlass-steagallActJustified?AStudyoftheU.S.ExperiencewithUniversalBankingbefore1933,AmericanEconomicReview,84(4),1994.[34]Charlesr.Mcmarvis,UnfairtradePractiesWestPublishingCo.1996[35]RaySteinwall,lnciennelayton.AnnotatedTradePracticesActs1974,Butterworths1996[36]JordiCanals,UniversalBanking:InternationalComparisonsandTheoreticalPerspectives,NewYorkOxfordUniversityPress,1997.[37]CarlosM.CorreaAbdulgawiAyusufEditor(1998),IntellectualPropertyandInternationalTrade-TheTRIPSAgreement,KluwerlawInternationalP246[38]W.V.H.Rogers.WinfieldandJolowiczonTort.16t