虚假广告代理人的赔偿责任.docVIP

虚假广告代言人的赔偿责任 摘 要 在传媒业日趋发达的今天，广告作为一种媒介是消费者了解该产品的重要途径之一，企业聘请一些社会名人或者普通人来为自己推出的商品或者提供的服务进行广告宣传行为，利用知名人物的号召力和影响力来扩大商品的知名度，从而最终达到提高销量，获得更大效益的目的。特别是邀请公众所熟悉的名人为其产品作广告代言，其影响力及作用是其它广告远不能及的，这也使得名人代言虚假广告给广大消费者的利益及社会利益带来极大损害。但是在目前众多的问题产品广告代言案例中，尤以影视界或娱乐界明星们广告代言的问题产品给人们造成的印象最为深刻，社会公众反响最大的也是这类广告代言。因此，本文拟从我国现行广告法律制度存在的缺陷出发，以“明星”代言问题广告为切入点，探讨分析问题产品广告代言人的法律责任，并在借鉴外国相关法律制度的基础上，提出完善我国广告法律制度的立法建议。 [关键词]　广告代言人　广告宣传　社会公众反响　　 Liability for false advertising spokesperson Abstract Increasingly developed in the media industry today, advertising as a medium for consumers to understand the product is one important way, the enterprise engaged in some social celebrities or ordinary people to sell their goods or services provided by advertising behavior, use of well-known the appeal and influence people to expand the visibility of goods, which ultimately increased sales, greater benefits. In particular, invited the public are familiar with the celebrity endorsements for their products, their influence and effect is far and other advertising, which also makes the false advertising celebrity endorsement to the general interests and social interests of consumers tremendous damage. However, many of the products in question in the present case, endorsements, especially film and television industry or the entertainment industry stars endorsement of the products in question to the people causing the most profound impression, the largest public response is of such endorsements. Therefore, this article from the legal system of the present shortcomings advertising starting with star endorsement issue advertising as an entry point, the paper discusses the issue of legal responsibility for product endorsers, and learn from foreign countries on the basis of the relevant legal system, China put forward a sound Advertising legislative proposal the legal system. Key words: Endorsers Advertising Public Response 目 录 TOC \o 1-2 \h \z \u 导言 4 （一）选题背景和意义 4 （二）现有文献综述 5 （三）研究方法描述 6 一、引言 虚假广告代言纠