제1장

1) 吳相洛, 「마아케팅원론」 서울, 박영사, 1980, pp.21-22.

2) Ibid.

3) P. Kotler, 「Marketing Management Analysis, Planning and Control」, New Jersy:Prentice-hall, Inc., 1980, p.33.

4) 吳相락, 「마아케팅관리론」, 서울, 박영사, 1983, p.494.

5) 韓義泳, 「촉진관리론」, 서울, 무역경영사, 1982, p.162.

6) Ibid.

7) 金元銖, 「광고학개론」, 서울, 경문사, 1981, pp.31-35.

8) David A.Aaker and John G.Myers, 「Advertising Management」, Prentice-hall Inc. 2nd ed, 1982, p.522.

제2장

1) James F. Engel & Roger D. Blackwell, 「Consumer Behavior」, New York, The Dryden Press, 4th ed, pp.622-624.

2) J. Edward Russo, Barbra L. Metcalf and Debra Stephens, "Identifying Misleading Advertising Journal of Consumer Research, Vol.8, 1981, p.119.

3) James F. Engel and Roger D. Blackwell, 「Consumer Behavior」, op. cit., p.622.

4) Ibid. 미국에서는 주관적인 정의를 이용하여 광고를 규제하고 있다.

5) David A.Aaker and John G.Myers, 「Advertising Management」, op. cit., pp.567-577.

6) Jerry C. Olson and Philip A. Dover, "Cognitive Effects of Deceptive Advertising", Journal of Marketing Research, Vol.15, 1978, pp.29-38.

7) David M. Gardner, "Deception in Advertising:A Conceptual Approach", Journal of Marketing, Vol.39, 1975, pp.40-46.

8) David M. Gardner, "Deception in Advertising:A Receiver Oriented Approach to Understanding", Journal of Advertising, Vol.5, 1976, p.7.

9) James F. Engel and Roger D. Blackwell, 「Consumer Behavior」, op. cit., pp.294-295.

10) David M. Gardner, "Deception in Advertising:A Conceptual Approach", op. cit., pp.40-46.

11) Ibid., p.42.

12) James F. Engel and Roger D. Blackwell, 「Consumer Behavior」, op. cit., pp.622-624. Dorothy Cohen, "Surrogate Indicators and Deception in Advertising", Journal of Marketing, 1972, pp.10-15.

13) Dorothy Cohen, "Surrogate Indicators and Deception in Advertising", op. cit., pp.10-15.

14) Ibid.

15) Ibid.

16) J. Edward Russo, Barbara L. Metcalf and Debra Stephens, "Identifing Misleading Advertising", Journal of Consumer Research, Vol.8, 1981, pp.119-131.

17) Ibid., p.119.

18) Ibid.

19) Jerry C. Olson and Philip A. Dover, "Cognitive Effects of Deceptive Advertising", Journal of Marketing Research, 1978, pp.29-38.

20) J. Edward Russo, Barbara L. Metcalf and Debra Stephens, "Identifing Misleading Advertising", op. cit., p.121.

21) 광고정보 1982. 12. "경제기획원의 표시·광고의 공정화방안", p.102.

22) Ibid., p.103.

23) Ibid.

24) 소비자보호법, 1980년 1월 4일 공표, 제16조 1항

25) 방송광고물 심의 요강, 제3조.

26) 광고정보 "방송광고물의 문제점과 개선방안", 1983. 2, pp.37-46.

27) James F. Engel and Roger D. Blackwell, Consumer Behavior, op. cit., p.667.

28) 기업이 스스로 광고를 변경하는 것은 수정광고라고 볼 수 있다.

29) Robert F. Dyer and Philip G. Kuehl, "The Corrective Advertising Remedy of the FTC:An Experimental Evaluation", Journal of Marketing, Vol.38, 1974, pp.48-54.

30) Robert F. Dyer and Philip G. Kuehl, op. cit., p.48.

31) Ibid.

32) 金忠煥, 「한국의 공정거래제도」, 삼일당, 1982, p.139.

33) Ibid.

34) 경제기획원 고시 제40호.

35) 1981. 4. 1부터 공정거래위원회의 발족으로 본격적인 광고규제가 시작되었다.

36) 金忠煥, op. cit., p.141.

37) 중앙일보, 한국일보, 1981. 7. 7.

38) 金忠煥, op. cit., p.142. 동아일보, 한국일보, 중앙일보, 부산일보, 광주일보, 대전일보, 1981. 7. 7.

제3장

1) James F. Engel and Roger D. Blackwell, Consumer Behavior, op. cit., p.652.

2) Ibid.

3) William L. Wilkie and David M. Gardner, "The Role of Marketing Research in Public Policy Decision Making", Journal of Marketing, Vol.38, 1974, pp.38-47.

4) James F. Engel and Roger D. Blackwell, Consumer Behavior, op. cit., p.652.

5) William L. Wilkie and David M. Gardner, op. cit., p.39.

6) Thomas Rosch, "Marketing Research and the Legal Requirements of Advertising", Journal of Marketing, 1975, pp.69-79. 혹은 Dorothy Cohen, "The FTC's Advertising Substantiation Program", Journal of Marketing, 1980, pp.26-35.

7) James F. Engel and Roger D. Blackwell, op. cit., p.657.

8) Orville C. Walker, Jr., Richard F. Sauter and Neil M. Ford, "The Potential Secondavy Effects of Consumer Legislation; A Conceptual Approach" Journal of Consumer Affairs 1974, pp.144-145.

9) David A.Aaker and John G.Myers, Advertising Management, op. cit., pp.535-537.

10) Robert F. Dyer and Philip G. Kuehl, "The Corrective Advertising Remedy of the FTC:An Experimental Evaluation", Journal of Marketing, Vol.38, 1974, pp.48-54.

11) James F. Engel and Roger D. Blackwell, op. cit., pp.469-470.

12) 여기서 메시지정보량(message source)은 정정광고메시지를 발표하는 기관으로 정의한다.

13) 여기서 정정광고 메시지의 강도(strength)는 커뮤니케이션이 기만광고에 대하여 기업의 과오를 노출시키는 데에 관련된 직접성(directness)과 집중도(intensity)라고 정의한다.

14) James F. Engel and Roger D. Blackwell, op. cit., p.657.

15) Ibid., pp.657-658.

16) 주입이론(inoculation theory)이란 의학에서 도출된 개념으로서 인간이 질병을 극복하는데 있어서 병균 침입에 약한 상태라면 예방주사를 놓음으로써 저항력과 면역을 형성시킬 수 있는 것과 같이 개인에게 약화된 반대주장을 제시하게 되면 후에 설득적 커뮤니케이션에 대한 저항이 형성된다는 이론이다.

17) H. Keith Hunt, "Effects of Corrective Advertising", Journal of Advertising Research, 1973, pp.15-22.

18) Michael B. Mazis and Janice E. Adkinson, "An Experimental Evaluation of A Proposed Corrective Advertising Remedy", Journal of Marketing Research, 1976, pp.178-183.

19) Robert F. Dyer and Philip G. Kuehl, "A Longitudinal Study of Corrective Advertising" Journal of Marketing Research, 1978, pp.39-48.

20) Richard W. Mizerski, Neil K. Allison and Stephens Calvert, "A Controlled field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium", Journal of Marketing Research, 1980, pp.341-348.

21) Jacob Jacoby, Margaret C. Nelson and Wayne D. Hoyer, "Corrective Advertising and Affirmative Disclosure Statements:Their Potential for confusing and Misleading Consumer", Journal of Marketing, Vol.46, 1982, pp.61-72.

22) Robert J. Lavidge and Gary A. Steiner, "A Model for Predictive Measurements of Advertising Effectiveness:, Journal of Marketing, 1961, pp.59-62.

23) M. Wayne Delozier, The Marketing Communication Process, McGraw-Hill Kogakusa Ltd., 1976, pp.27-28.

24) Robert J. Lavidge and Gary A. Steiner, op. cit., p.59.

25) Kristian S. Palda, "The Hypothesis of a Hierarchy of Effects:A Partial Evaluation", Journal of Marketing Research, Vol.3, 1966, pp.13-24.

26) M. Wayne Delozier, op. cit., p.28.

27) Ibid.

28) Ibid.

29) Ibid., p.29.

30) Ibid.

31) Ibid.

32) James F. Engel and Roger D. Blackwell and David T. Kollat, Consumer Behavior. The Dryden Press, Hinsale, Illinois, 3rd ed., p.25.

33) M. Wayne Delozier, op. cit., p.3.

34) Ibid., p.5.

35) Ivan L. Preston and Stever E. Scharbach, "Advertising:more than meets the eye?" Journal of Advertising Research, Vol.11, 1971, pp.19-24.

36)Ibid., p.24.

37) Jacob Jacoby, Margaret C. Nelson and Wayne D. Hoyer, op. cit., p.62 혹은 Jacob Jacoby & Wayne D. Hoyer, "Viewer Miscomprehension of Television Communication:Selected Findings", Journal of Marketing, Vol.46, 1982, pp.12-26.

38) Mazis, M. B and J.E. Adkinson, op. cit., p.182.

39) Russo, R.W. B.L. Metcalf and D. Stephens, "Identifing Misleading Advertising", Journal of Consumer Research, 1981, pp.119-131.

40) Jacob Jacoby and Wayne D. Hoyer, op. cit., p.12.

41) Jacob Jacoby, Margaret C. Nelson and Wayne D. Hoyer, op. cit., p.62.

42) Lindsay P.H. and D.A. Norman, Human Information Processing:An Introduction to Psychology. 2nd ed, N.Y. Academy press 혹은 李寬鎔, 李泰炯, 郭福著 심리학개론 법문사 1974, pp.372-381.

43) Jacob Jacoby, Margaret C. Nelson and Wayne D. Hoyer, op. cit., p.62.

44) David D. Rumelhart, Introduction to Human Information Processing, John Wiley & sons, 1977, p.102.

45) James F. Engel and Roger D. Blackwell, 4th ed, op. cit., p.274.

46) Shelly Chaiken and Alice H. Eagly, "Communication Modality as a Determinant of Message Persuasiveness and Message Comprehensibility", Journal of Personality and Social Psychology, Vol.34, 1976, pp.605-614.

47) Jocob Jacoby and Wayne D. Hoyer, "Viewer Miscomprehension of Televised communication", Journal of Marketing, Vol.46, 1982, pp.12-26.

48) Laberge & Samuels, Basic Processes in Reading, Hillsdale, New Jersy John Wiley & Sons, 1977. Chapter 9, "Understanding and Summarizing Brief Stories", pp.265-303.

49) Stanislav Dornic, Attention and Performance VI, Proceedings of the Sixth International Symposium on Attention and Performance, Stockholm sweden, July 28-August 1 1975, 1977, Hillsdale New Jersy John Wiley and Sons "Toward an Interactive Model of Reading", pp.573-603.

50) Ibid. pp.588-599.

51) Ibid., p.588.

52) David e. Rumelhart op. cit., pp.116-146.

53) David e. Rumelhart op. cit., pp.132-135.

54) Ibid., pp.146-153.

55) Marcel Adam, Just and Patrica An, Carpenter, Journal of verbal learning and verbal behavior, vol.10, 1971, pp.244-253.

56) David e. Rumelhart op. cit., pp.153-163.

57) M.Wayne Delozier op. cit., p.91.

58) Ibid., pp.92-95.

59) 愼有根, 조직행위론, 서울 다산출판사, 1982, p.140.

단) 심리학에서는 "초두효과"로 번역하고 있으나 愼有根 교수님저 조직행위론에서는 "근사효과"로 번역하고 있다.

60) M.Wayne Delozier op. cit., 98-99.

61) R.J. Semenik, "corrective Advertising:An Experimental Evaluation of Alternative Television Messages", Journal of Advertising, vol.9, No.3, 1980, pp.21-30.