國際比較廣告規範之研究

Study on International Comparison Advertising: A Legal Approach

本研究的目的，主要是站在法律的角度切入，運用多元分析（pluralistic analysis），分析探研國際比較廣告的規範，以檢討全球性比較廣告的政策。由於台灣廣告業透過國際策略聯盟愈益國際化，台灣比較廣告是否需要自由化，仍需針對世界性的趨勢，從事系統性及通盤性的檢討。本研究希望透過對世界性比較廣告規範的瞭解，愈能理性的思考此一廣告技巧的問題。如何正視比較廣告以及如何在執行比較廣告中獲取最大的公眾利益都是我們廣告研究中應努力的方向。

From the view of legal and regulations, the study uses pluralistic analysis method to unalyze the legal restrictions of global comparison advertising. The purposes of the study are to clarify the legal situations and to review the public policy of International Comparison Advertising. It is necessary to invest more efforts to evaluate the possible social impacts generating from the powerful advertising technique-comparison advertising. The study expects to present more in-sights of legal issues of comparison advertising. Based on the results of the pluralistic analysis, the study recomments that we do need a mroe open and liberal legal environments the developing of international comparison advertising. The optimigation solution for the extent of international comparison advertising is to reach a equillibrium state among comsumer's needs, market structures and business companies.