<참고서적>

국문

김원수, 『광고학 개론』, 서울, 경문사, 1981.

오두범, 『광고 커뮤니케이션 원론』, 서울, 전예원, 1983.

유붕로, 『신 광고론』, 서울, 일조각, 1979.

전병자, 『사회심리학』, 서울, 경문사, 1981.

차배근, 『커뮤니케이션학 개론(하)』, 서울, 세영사, 1978.

한국방송광고공사, 『방송광고물심의현황』, 서울, 한국방송광고공사, 1984.

영문

Aaker, D.A. & Myers, J.G., Advertising Management, N.J., Englewood Cliffs, Prentice Hall, 1982.

Engel, J.F., Kollat, D.T., & Blackwell, R.D., Consumer Behavior, New York, Holt, Rinehart and Winston, INC, 1973.

Galany, T., Down the Tube, Chicage, Regnery, 1970.

James, W., Principles of Psychology, New York, Henry Holt, 1890.

Mead, M., Male and Female : A Study of the Sexes in A Changing World, New York, Morrow, 1949.

Swagler, R.M., Caveat Emptor, Lexington, Mass, Heath, 1975.

<참고문헌>

국문

박호강, 「근대화와 남 여 역할의 변화」, 『한사대학 논문집』, 1980.

차배근, 「광고의 개념」, 『매스컴과 광고』, 서울 경희대 커뮤니케이션 조사연구소, 1979.

영문

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