比较广告侵权研究（Comparative advertising infringement research）.docVIP

比较广告侵权研究（Comparative advertising infringement research） With the increasingly fierce competition in the market economy, commercial advertising as a means of selling goods and services, almost everywhere in our life on earth, but the attendant advertising tort also appeared frequently, especially the comparative advertising tort, as a special tort, it has its research value. I. overview of comparative advertising Comparative advertising, simply speaking, is an advertisement that contains content that compares to other products or services. Different countries have different definitions of comparative advertising. In our current laws, there is no clear definition of comparative advertising. In theory, there is also a lack of research on the infringement of comparative advertising. At present, to give a definition of comparative advertising in general is refers to the commodity operators or service providers in commercial advertising for their products or services on the quality, performance and use of the same for competitors of similar products or services are compared, in order to show their products or services, to win consumer trust or more market share of commercial advertising. Different advertisements can be classified according to different angles. For example, from the comparison of the object, can be divided into direct comparison and indirect comparison. The so-called direct comparison is refers to the commodity operator or service provider name in life with competing goods or services are compared; the indirect comparison refers to the business of goods or services are compared with certain similar goods or services. In general, countries that allow comparative advertising are prohibited from direct comparison advertising in order to maintain normal economic order. Direct comparative advertising is also easily become a means of unfair competition for other people, causing damage to other peoples interests and causing litigation disputes. This classificatio