论明星广告代言人正当利益保护  

Protection of legitimate interests of star advertising spokesmen

作　　者：孙昌兴[1] 于运杰[1] 

机构地区：[1]中国科学技术大学管理学院

出　　处：《广告大观（理论版）》2009年第3期97-99,共3页Journal of Advertising Study

摘　　要：本文在赞同明星广告代言人应对其虚假广告代言行为承担责任的基础上,对于如何在广告代言活动中维护明星代言人的合法权益提出了自己的观点,认为应考虑广告性质的动态变化、已尽合理注意义务、广告审查依据错误以及责任期限等问题在追究明星广告代言人责任时的影响。In this paper, the author also endorsed the star as should be responsible for their false behavior. Meanwhile, how to safeguard the legitimate rights and interests of star spokesmen is also very important and should be pay more attention, consideration should be given to identify the nature of the dynamic changes of ads, has done a reasonable attention obhgations, advertising review responsibilities in accordance with wrong foundation and the period of duration of taking responsibilities for the error activities, these factors have something to do with the duty and responsibility of the star who as advertising spokesmen.

关 键 词：明星 广告代言人 利益 保护 

分 类 号：F713.8[经济管理—广告] D922.29[经济管理—产业经济]