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Werbung mit Vergleichen nach § 6 UWG

Werbung mit Vergleichen nach § 6 UWG

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Bergische Universität Wuppertal (Schumpeter School of Business & Economics), Sprache: Deutsch, Abstract: Vergleichende Werbung war in der deutschen Rechtsprechung lange Zeit grundsätzlich unzulässig. Erst mit der RL 97/55/EG über vergleichende Werbung im Rahmen der europäischen Harmonisierungsbemühungen wurde diese Werbeform in Deutschland als grundsätzlich zulässig erklärt. Obwohl dies schon fast ein Jahrzehnt her ist, hat sich die vergleichende Werbung als Instrument der Kommunikationspolitik von Unternehmen immer noch nicht endgültig durchgesetzt. Große, flächendeckende Kampagnen sind nur sehr selten zu finden. Der verhaltene Einsatz vergleichender Werbung ist auf den ersten Hinblick überraschend, da dieses vergleichsweise neue Instrument den grundsätzlichen Zielen und Anforderungen der Kommunikationspolitik, nämlich einer erhöhten Aufmerksamkeit und einer klaren Abgrenzung von Konkurrenzprodukten, in idealer Weise gerecht zu werden. Bei genauerem Betrachten der Thematik lässt sich diese Zurückhaltung jedoch teilweise erklären. Einerseits ist die Wirkung vergleichender Werbung noch immer nicht ausreichend erforscht, anderseits herrscht eine gewisse rechtliche Unsicherheit, die auf der immer noch sehr stark ausgeprägten Reglementierung und einer Vielzahl unbestimmter Rechtsbegriffe beruht. Das Ziel dieser Arbeit ist es, die vergleichende in diese Richtung hin näher zu beleuchten. Zu Beginn gilt es, vergleichende Werbung und ihre Erscheinungsformen zu definieren. Im Anschluss daran soll die gesetzliche Entwicklung der vergleichenden Werbung anhand der wichtigsten Richtlinien der EG dargestellt werden. Kernelement der Arbeit ist die Regelung der vergleichenden Werbung in Deutschland und die damit verbundene Erörterung der Legaldefinition sowie der Zulässigkeitsvoraussetzungen des § 6 UWG. Hierbei spielt auch der Bezug der vergleichenden Werbung zu anderen Normen d


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Product Details
  • ISBN-13: 9783640698257
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640698258
  • Publisher Date: 15 Sep 2010
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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