比较广告论文：比较广告法律制度研究.doc

比较广告论文：比较广告法律制度研究【中文摘要】比较广告是指以明示或暗示的方式,将自身商品或服务与其他具有同类竞争关系的商品或服务进行比较,以突出自身商品或服务价值特征的广告类型。目前,世界各国对于比较广告的定义尚未达成统一的共识,在不同法系的国家和不同的语境中,比较广告的内涵和外延都有所不同。比较广告较之一般广告而言,一方面能更大程度地增强了市场的透明性,使得消费者在选购商品或接受服务时能够更有效率,使广告者能更直观地表现其商品或服务的优势。另一方面,比较广告的存在也促进了商家之间的竞争,促使他们为了避免在“比较”中处于劣势而努力提高其商品或服务的质量。然而,在分析着比较广告的种种好处的同时,也不得不忽视它的负面效应。如何把比较广告这柄“双刃剑”的利刃用到实处并将其的可能带来的危险防范于未然,是本文对比较广告制度现状进行分析的主要原因。本文共分三个部分进行分析讨论。第一部分从比较广告的理论角度进行分析。理论是指导实践的重要基础,本文从理论层面对比较广告的定义、表现形式、积极功能和风险等理论问题进行了归纳总结,并对比较广告存在的合法性理论基础进行了剖析,为下文进一步分析法律实务问题提供充分的理论依据。第二部分联系比较广告在实务中的典型案例进行分析。理论问题的分析不可脱离实务现状,实践是检验真理的唯一标准。该部分通过对比联系的分析方式并结合实践生活中的典型案例对比较广告与三种易于混淆的侵权行为的关联性加以分析说明,即比较广告与侵害商业行为的关系、比较广告与商标侵权行为的关系、比较广告与虚假广告的关系。第三部分对我国目前的比较广告制度现状进行分析。首先陈述对其他发达国家比较广告制度的比较观察,然后重点阐述我国比较广告制度的立法现状以及完善健全比较广告制度的必要性,最后提出笔者对于建立和完善我国比较广告制度的构想。本文主要采用了比较分析和实证分析的方法对比较广告法律问题进行了系统的探讨。通过对比不同国家对比较广告制度的态度,归纳出比较广告所普遍具有的共同特征及表现形式,并从实证角度通过列举一系列司法实践中经常出现的典型案例加以分析说明。最后,重点针对我国实践中比较广告制度的不足进行了阐明并就其完善提出了建议。【英文摘要】Comparative advertising is expressly or implicitly, to their goods or services with similar competitive relationship with other goods or services are compared to highlight the value of goods or services and feature its own type of ad.Currently, the worlds definition of comparative advertising have a unified consensus with the legal systems of different countries and different contexts. On the one hand, advertising comparative advertising can enhance greater transparency in the market and make consumers in the purchase of goods or receiving services more efficient, so that advertisers can more directly manifest the advantage of their goods or service. On the other hand, the existence of comparative advertising are to promote the competition among businesses, prompting them to avoid the “more” at a disadvantage in efforts to improve the quality of its goods or services. However, the analysis of the many benefits of comparative advertising, but also had not to ignore its negative effects. How to use compare ad “double-edged sword” at the cutting edge of real use and the possible dangers of its preventive measures is the focus of systematic analysis of comparative advertising.This article is divided into three parts discussed. The first part is to analyze the theoretical basis of comparative advertising. Theory is an important foundation to guide practice, from the theoretical level, the definition of comparative advertising, forms, positive and risks were clear, and the theoretical basis of the legitimacy of comparative advertising, in-depth analysis of legal practice for the following issues for further analysis to provide adequate theoretical basis. The second part is to analyze the issue of comparative advertising of legal practice. Theoretical analysis of the problem situation can not be divorced from practice, and practice is the sole criterion for testing truth. By comparing and combining the way a typical case, this part analysis the comparison of advertising and the three violations of the relevance of confusion such as the relationship of comparative advertising and business practices against, the relationship of comparative advertising and trademark infringement and the relationship of comparative advertising and false advertising The third part describes the current status of comparative advertising system. First of all, compared to other developed countries to compare observed advertising system, elaborates system of comparative advertising and the integrity of the legislative status of the need for comparative advertising system, finally proposes the concept of establish and perfect the system of comparative advertising. This paper uses a comparative analysis of methods and empirical analysis of the legal issues of Comparative Advertising System.By comparing different countries approach of comparative advertising, this article summarize the common features and forms of comparative advertising and from the empirical level analyze by listing typical cases to explain. View of the lack of comparative advertising practices, the last part sets out the practice of comparative advertising system of the deficiencies and made recommendations for its improvement.【关键词】比较广告 法律实务 完善【英文关键词】comparative advertising legal practice perfect【目录】比较广告法律制度研究摘要3-5ABSTRACT5-6引言9-10一、比较广告理论问题分析10-18(一) 比较广告的基本问题10-131. 比较广告的定义10-112. 比较广告的表现形式11-123. 比较广告的功能和风险12-13(二) 比较广告的合法性分析13-181. 比较广告合法性的学术争论13-142. 比较广告合法性的理论基础14-18二、比较广告法律实务分析18-25(一) 比较广告与侵害商誉行为18-201. 相关案例182. 侵害商誉行为18-193. 比较广告与侵害商誉行为的联系19-20(二) 比较广告与商标侵权行为20-221. 相关案例20-212. 商标侵权行为213. 比较广告与