Study On The Forms Of Reward Advertisement

Abstract:The reward advertisement is the unilateral publicly declaration to pay someone who has completed a specific mission, and the doctrine of unilateral conduct should be applied in defining its nature. The forms of reward advertisement consist of three parts, which are the releasers, the forms of release and the ways of expression. The releasers of reward advertisement may be the advertisers, but always are the corporations or other economic organizations which release the reward advertisement for the advertisers. The relation between advertisers and releasers shall be the contract for advertising, rather than the agency relationship. The forms of release should be defined as all the forms which can make the majority of people know the reward advertisement, in addition to the common forms of advertising, oral forms and the forms of news report should be included. In the reward advertisement taking news reports as the form,"constructive" and "silence" ways of expression should be applied. In order to protect the reliance interests of relative people, when particular reward advertisement has released because of the advertisers’ mistake and made the relative people believe it was true, the reward advertisement should be legal and effective, even if the expression of advertisers might be false. Based on the theory of the law above, the controversial reward advertisement in "the case between Bai Ping and Yan Chongnian" shall be deemed as be established. At the same time, the future legislation about reward advertisement in our country should be perfected in the following aspects:clearing the legal nature of reward advertisement, refining the forms of reward advertisement and strengthening the protection of reliance interests.