商业社会中规则的意义变迁——以《中华人民共和国广告法》第三、四条为例  

On the Change of Rules' Meaning in Commercial Society:——Take Article 3rd and 4th of the Advertisement Law of the People's Republic of China as Examples

作　　者：纪建文[1] 

机构地区：[1]山东财经大学法学院,济南250014

出　　处：《甘肃理论学刊》2014年第5期26-32,共7页Gansu Theory Research

基　　金：国家社会科学基金项目"权利冲突研究:基于法经济学视角"(12BFX010)的阶段性成果

摘　　要：《中华人民共和国广告法》第三条以及第四条的规定与我们对广告的日常理解及期待之间有很大的距离。以对中国广告制作模式逻辑变迁的认知为基础,我们发现步入现代商业社会以来藉由广告所传达的信息其实并不在广告的内容中,而简单的在于广告的存在与昂贵中。当民众基于广告中的不完全信息作出购买决定时,所采取的即是信任广告商及生产者的策略,"熟人社会"、熟悉及关系的连续性对这种信任提供了保障。"真实性"原则的含义也因此悄悄发生了变化——"真实"变成了"适度夸张",由于普通消费者的不在意、其它同行、行政管理部门的默许,"适度夸张"已然成为广告行业的"民间法"。不完全信息使此类民间法广泛存在于现代法律及法律实践中。There are many differences between the third and the fourth articles of The Advertisement Law of the People＇s Republic of China and our comprehension of advertisement. Based on analysis of logical changes of advertisement models, we conclude that the emphasis of advertisement is not on its content, but its existence and valuableness. Consumers take the strategy of trusting advertisers and producers when they decide to buy according to incomplete information. However, the acquaintance of business society, fa- miliarity and continuity of relationship provide guarantee for the trust. The meaning of the rule＂realness＂ changes correspondingly to＂appropriate exaggeration＂, which has been a＂folk law＇in the field of advertis- ing industry based on the implication of consumers and administrative department. And because of the uni- versal existence of asymmetric information, there are many folk law of this kind in modern legal systems and legal practices.

关 键 词：广告 不完全信息 信任 规则 意义变迁 

分 类 号：F08[经济管理—政治经济学]