CAJ | 학술논문

比较广告作为商事个体从事商务活动所采用的竞争手段，其运用与其他商事个体的商品在质量、用途、性能、条件、价款等方面进行比较，以此来吸引消费者并占据市场，是市场竞争者在竞争市场上的有力武器。比较广告行为是商业性言论自由的体现，有利于对消费者的保护，但是，其本身有不可避免的弊端。因此，对比较广告的合法性进行分析，对正确合法的比较广告加以保护，而对超出市场“游戏规则”的行为要加以禁止。
비교엄고작위상사개체종사상무활동소채용적경쟁수단，기운용여기타상사개체적상품재질량、용도、성능、조건、개관등방면진행비교，이차래흡인소비자병점거시장，시시장경쟁자재경쟁시장상적유력무기。비교엄고행위시상업성언론자유적체현，유리우대소비자적보호，단시，기본신유불가피면적폐단。인차，대비교엄고적합법성진행분석，대정학합법적비교엄고가이보호，이대초출시장“유희규칙”적행위요가이금지。
Advertising exists everywhere in modem society, no one could escape from it. Comparative Advertising is used as a commercial entity engaged in commercial activities by means of competition, its use and comparison with other commercial individual goods in quality, use, performance, condition, price, etc. are to attract consumers and occupy the market, it is a powerful weapon for competitive market in the competing market. Comparison of commercial advertising is a manifestation of freedom of expression, and is conducive to consumer protection. Meanwhile, it has unavoidable defects. Therefore, analysis of The Legality of Comparative advertising could protect Comparative Advertising which is legal and could prohibit Comparative Advertising whish is beyond the market ＂game rules＂.