| 植入式广告法律规制研究 |
| Alternative Title | On Legal Regulation of Brand Placement
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| 陈婧 |
| Subtype | 硕士
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| Thesis Advisor | 刘光华
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| 2013-05-16
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| Degree Grantor | 兰州大学
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| Place of Conferral | 兰州
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| Degree Name | 硕士
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| Keyword | 广告
植入式广告
类型化规制
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| Abstract | 植入式广告作为一种创新的广告形式，近年来被广泛地应用于诸多领域。有学者认为，它作为新兴的营销手段是商业广告发展的创新，应当给予支持鼓励；也有学者认为，其产生主要是为了规避现有法律对传统商业广告所受的种种限制，应当对其严格规制。当然，争议的产生是基于多方面的原因，而我国当前的法律法规中对植入式广告尚无明确规定，其法律性质有待明确，可能是主要原因之一。因此，有必要对植入式广告进行准确的界定和有效的分类，使其在法制体系的规范和引导下最大程度地发挥商业价值。
为此，本文分四个部分讨论：引言部分从中国春节联欢晚会与美国好莱坞大片的广告植入反响对比中引出植入式广告的法律评判问题。第一章在对比传统商业广告的基础上，阐述植入式广告的独特性，重点分析了中国的植入式广告的法律地位和法律关系。第二章从动态法治的视角，对植入式广告做出新的界定和分类。主要探讨了植入式广告合法与否的判断标准和法律规制目标下的新分类方式。第三章在第二章的内容的基础上，进一步探讨了植入式广告的类型化规制思路与方案。 |
| Other Abstract | As an innovative kind of advertisement, brand placement has been widely used in many fields recently. Some scholars believe that this emerging marketing tool should be supported as the innovation of commercial advertisement; However, Some scholars believe that it was born for evading the legal restrictions to traditional commercial advertisement and should be strictly restricted. There exist many reasons for this dispute, but the main reason may be the unclear provision and legal nature for brand placement in China's current laws and regulations. As a result, it is necessary to accurately define and effectively classify the brand placement in order to maximize its commercial value under the specification of legal system.
Therefore, this paper is divided into four parts: introduction, chapter 1, chapter 2 and chapter 3. The introduction part introduces the law judge of brand placement by contrast between the brand placement in CCTV Spring Festival Gala and Hollywood film. Chapter 1 discusses the uniqueness of brand placement based on the comparison of traditional commercial advertisement and focus on the legal status and legal relationship of brand placement in China. Chapter 2 mainly discusses the legal criteria and provides new classification of brand placement from the perspective of dynamic rule of law. Chapter 3 further explores the ideas and schemes of brand placement on the basis of the second chapter. |
| URL | 查看原文
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| Language | 中文
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| Document Type | 学位论文
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| Identifier | https://ir.lzu.edu.cn/handle/262010/201803
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| Collection | 法学院
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Recommended Citation
GB/T 7714 |
陈婧. 植入式广告法律规制研究[D]. 兰州. 兰州大学,2013.
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