【作者】 张航；

【导师】 张照东；

【作者基本信息】 华侨大学 ， 法律， 2013， 硕士

【摘要】 植入式广告，指广告主通过向传播媒体业者支付相应对价，故意将特定商业信息以不提醒的方式添加到各种形式的传播媒体中，以达到宣传效果的广告形式。近年来，随着传统媒体与新兴媒体的发展变化，植入式广告这一新兴的广告形式在传媒市场上得到越来越广泛的应用。在创新媒体的商业运作模式，创造巨大商业价值的同时，这一新兴事物自身存在的一些问题也引发对其合理合法性的质疑与思考。植入式广告符合商业目的性、有偿性和借助传媒载体宣传、主体间具有委托关系等商业广告的判断标准，因而属于我国《广告法》所管控的商业广告的范畴之内。但因其隐蔽性而与目前的广告法精神相违背，目前处于游离于监管体系之外的状态。综合审视植入式广告，作为一种新广告模式，其具有商业效率的一定优势，巧好弥补了传统硬广告粗暴打断受众欣赏过程的缺点，迎合了媒体市场化的大趋势，为文化作品创作提供了资金来源，也是国际间营销竞争的未来战场，所以不能全面禁止。但其缺点也十分明显，其隐蔽性特征侵犯了作为文化消费者的知情权和选择权，降低受众接收广告信息的警惕性，增大了广告误导的可能性。同时过分商业渗透可能压抑文化作品的独立性和创作空间。“有偿新闻”等衍生形式侵犯新闻的客观性，影响大众对媒体的信赖。对植入式广告的规制必然涉及对广告的创新边界、文化产品提供者的基本义务、媒体行业的独立创作自由、政府的管制权限及信息安宁权等一系列问题的深入思考。本文在分析目前监管中的现实难度及存在的问题的基础上，建议通过完善立法中相关内容、提升政府监管机能、发挥行业自律作用、建立广告公益诉讼制度等方面手段，构建一套全面规制体系对植入式广告进行引导，抑弊扬利，这一充满前景的广告产业在法治的呵护下健康的发展。更多还原

【Abstract】 Product placement means that the advertisers deliberately add specificcommercial information to the various forms of media in a invisible way by payingthe appropriate price to Media industry for achieving the advertising form ofpropaganda. In recent years, with the development and changes of traditional mediaand emerging AD, the product placement as an emerging form of advertising becomemore and more widely used in the media market. When we are innovating thecommercial operating mode of media and create the huge commercial value,meanwhile some problems that lay in the emerging things also lead to the questioningand thinking of its rationality and legitimacy.Products placements belongs to the scope of commercial advertisement that wasin charge of our nation’s "Advertising Law ", which corresponds with the Criteria ofjudgment of the commercial advertisement such as commercial purposefulity orprofitability and have commissioned relations between the objects. While itsconcealment goes against the spirit of the current Advertising Law, so it is out of theregulatory system now. when we scan comprehensively the product placement, as anew advertising model, it has certain advantages of commercial efficiency, andcoincidently make up for the defect of traditional advertisement that brutally breakingthe audiences to enjoy the plot, and conforms to the huge trend of advertising market,which provides the financial sources for the creation of cultural works. And it willbecome the battlefields of international marketing competition. So we can’t justtotally ban it. In the other side, its drawbacks is obvious. Its concealment infringes therights to know and choose of cultural consumers what they want. It reduces theaudience’s vigilance when receive the advertising information, enlarge the possibilityof misleading by advertisement. And the overly commercial penetration may suppressindependence of cultural works and room for creativity."Paid news" and otherderivative forms of product placement infringe the objectivity of news, and influencethe public’s trust for the media, In order to supervise product placement, we have to think a series of questions deeply which is related to the boundaries of advertising,the basic obligations of cultural products providers, the independent and creativefreedom of the media industry, the limit of administrative regulation and the right ofinformation tranquility.In this paper, based on analysis of the current reality difficulty and problems insupervision. The author of this paper propose to build a comprehensive productplacement regulatory system which contains five ways such as improve the contentsin legislation, promote the supervisory function of governments, develop theself-regulation, apply the mechanism of market elimination and build the system ofthe public advertising litigation. This regulatory system will guide product placemenas a promising advertising mode healthy development in the rule of law.更多还原