1) 김원수, 『광고학 개론』 (서울, 경문사, 1981), p.6.

2) D.A. Aaker, & J.G., Myers, Advertising Management (n.J., Englew-ood Cliffs, Prentice Hall, 1982), p. 32.

3) J.P., Dominick, & G.E., Rauch, “The Image of Women in Network TV Commercials”, Journal of Broadcasting , Vol. 16, No. 3, Summer 1972, pp.259∼265.

J.D., Culley, & R., Bennett, “Selling Women, Selling Blacks”, Journal of Communication, Vol. 24, No 4, Autumn 1976, pp. 160∼165.

M.E., Verna, “The Female Image in Children's TV Commercials”, Journal of Broadcasting, Vol. 19, No 3, Summer 1975, pp. 301∼309.

4) L., Komisar, “The Image of Women in Advertising”, In V., Gornick & B., Moran(Eds.), Women in Sexist Society (New York, Basic Books, 1971), pp. 207∼217.

5) E.E., Maccoby, “Women's Intellect”, In S.M. Farber & R.H., Wilson(Eds.), The Potential of Women (New York, Harper & Row, 1971), pp. 258∼263.

P., bart, “Depressin in Middle Age Women”, In J.,Bardwick(Eds.), Readings on the Psychology of Women (New York, Harper & Row, 1971), pp. 135∼137.

6) A.,Resnick, & B.L., Stern, “An Analysis of Information Content in Television Advertising”, Journal of Marketing, Vol. 41, No 1, January 1977, pp. 50∼53.

7) J.D., Culley, & R., Bennett, Ibid.

8) A.,Resnick, & B,K., Stern, Ibid.

9) ① Price or Value ② Quality ③ Performance ④ Components or Contents ⑤ Availability ⑥ Special Offers ⑦ Taste ⑧ Packaging or Shape ⑨ Guarantees or Warrantees ⑩ Safety ⑪ Nutrition ⑫ Independent Research ⑬ Company-Sponsored ⑭ New Ideas

10) G.R., Laczniak, “Information Content in Print Advertising”, Journalism Quarterly, Vol. 36, Summer 1979, pp. 324∼327.

11) L.N., Reid, & H.J., Rotfeld, “How Informative are Ads on Child-ren's TV Shows ?”, Journalism Quarterly, Vol. 38, Spring 1981, pp. 108∼111.

12) J.S., Healey, & H.H., Kassarjian, “Advertising Substantiation and Advertiser Response : A Content Analysis of Magazine Advertisement”, Journal of Marketing, Vol. 47, No. 4, Winter 1983, pp. 108∼117.

13) C.G., O'Kelly, “Sexism in Children's Television”, Journalism Quarterly, Vol. 51, Winter 1974, pp. 722∼724

14) M.L., Long, & R.J., Simon, “The Rosles and Statuses of Women on Children and Family TV Programs”, Journalism Quarterly, Vol. 51, Spring 1974, pp. 107∼110.

15) J.C., McNeil, “Feminism, Femininity and the Television Series : A Content Analysis”, Journal of Broadcasting, Vol 19, No. 3, Summer 1975, pp. 259∼271.

16) J.P., Dominick, & G.E., Rauch, Ibid.

17) J.D., Culley, & R., Bennett, Ibid.

18) 상품대상이란 남성용상품인가, 여성용상품인가 또는 남 여공용상품인가를 말함.

19) M.E., Verna, Ibid.

20) ‘비스테레오타이프’란 말은 ‘non-stereotype’로서 stereotype의 반대개념이며 Verna, Dominick과rauch, Culley와Bennett 등의 많은 학자들이 사용하였다.

21) R.A., Peterson, & R.A., Kerin, “The Female Role in A dvertisements : Some Experimental Evidence”, Journal of Marketing, Vol. 41, No. 4, October 1977, pp 59∼63.

22) W.J., O'Donnell, & K.J., O'Donnell, “Update Sex-Role Message in TV Commercials”, Journal of Communication, Vol. 28, No 1, January 1978, pp. 156∼158.

23) C., Scheibe, “Sex Roles in TV Commercials”, Journal of Advertis-ing Research, Vol 19, No. 1, February 1979, pp. 23∼27.

24) A.E., Courtney, & T.W., Whipple, “Women in TV Commercials”, Journal of Communication, Vol. 24, No. 2, Spring 1974, pp. 110∼116.

25) A.E., Courtney, & T.W., Whipple, “How to Portray Women in TV Commercials”, Journal of Advertising Research, Vol. 20, No 2, April 1980. pp. 53∼59.

26) 전병자, 『사회심리학』 (서울, 경문사, 1981), pp. 278∼283.

27) A., Bandura, D., Ross, & S.A., Ross, “Vicarious Reinforcement jand Imitative Learning”, Journal of Abnormal and Social Psychology, Vol. 67, Summer 1963, pp. 601∼607.

28) E.E., Maccoby, & W.C., Wilson, “Identkfication and Observational and Learning form Films”, Journal of Abnormal and Social Psychology, Vol. 55, Spring 1957, pp. 76∼87.

29) L., Komisar, Ibid.

30) E.E., Maccoby, Ibid.

31) P., Bart, Ibid.

32) S.L., Bem, W., Martyna, & C., Watson, “Sex Typing and /androgyny : Further Explorations of the Expressive Domain", Journal of Personality and Social Psychology, Vol. 34, Winter 1976, pp. 1016∼1023.

33) P., Mussen, “Early Sex-Role Development”, In D., Goslin (Eds.), Handbook of Socialization Theory and Research(Chicago, Rand-McNally, 1969), pp. 178∼191.

34) 박호강, 「근대화와 남 여 역할의 변화」, 『한사대학논문집』, 1980, pp. 246∼247.

35) W., James, Principles of Psychology (New York, Henry Holt, 1980), pp. 308.

36) A., Resnick, & B.L., Stern, Ibid.

37) J.D., Culley, & R., Bennett, Ibid.

38) 한국방송광고공사, 『방송광고물심의현황』 (서울, 한국방송광고공사, 1984), pp. 13∼15.

39) 오두범, 『광고커뮤니케이션 원론』 (서울, 전예원, 1983), p.23.

40) 차배근, 「광고의 개념」, 『매스컴과 광고』(서울, 경희대 커뮤니케이션 조사 연구소, 1979), p. 8.

41) J., Backman, “Is Advertising Wasteful?”, Journal of Marketing , Vol. 32, No. 1, January 1968, pp. 2∼8.

42) D.A., Aaker, & J.G., Myers, Ibid.

43) J.F., Engel, D.T., Kollat, & R.D., blackwell, Consumer Behavior(New York, Holt, Rinehart and Winston, INC, 1973), p. 31.

44) A., Resnick, & B.L., Stern, Ibid.

45) A., Resnick, & B.L., Stern, Ibid.

46) 유붕로, 『신광고론』 (서울, 일조각, 1979), p. 249.

47) M., Troutman, & J., Shanteau, “Do Consumers Evaluate Products by Adding or Averaging Attribute Information?”, Journal of Consumer Research, Vol. 3, No. 3, Summer 1976, pp. 101∼106.

48) S.A., Greyser, “Advertising : Attacks and Counter”, Harvard Business Review, Vol. 50, 1972, pp. 26∼28.

49) S.A., Greyser, Ibid.

50) D.M., Gardner, “Deception in Advertising : A Conceptual Approach”, Journal of Marketing, Vol. 39, No. 1, January 1975, pp. 40∼46.

51) T., Galany, Down the Tube(Chicago, Regnery, 1970), pp. 127∼135.

52) 한국방송광고공사, Ibid., pp. 45∼46.; 방송광고물 심의위원회는 한국방송광고공사에 속한 조직으로서 각계 중진인사로 구성되어 있으며 광고의 역기능적인 측면을 사전에 예방하고 방송광고의 공공성과 광고윤리의 창달을 도모하여 기업과 소비자 모두에게 이익을 주기 위해 1981년1월에 조직되었다.

53) 한국방송광고공사, Ibid., pp. 37∼43.

54) 유붕로, Ibid., pp. 249∼250.

55) R.M. Swagler, Caveat Emptor(Lexington, Mass Heath, 1975), pp. 112∼114.

56) ① In formative ② Puffing ③ Misleading

57) 전병자, Ibid., pp. 246, 319, 328.

58) M., Mackie, “Arriving at ‘truth’by Definition : The case of Stereotype Inaccuracy”, Social Problems, Vol. 20, 1973, pp. 431∼447.

59) T., Parsons, “Age and Sex in the Social structure of the United States”, Sociological Theory, Pure and Applied (N.Y., The free Press, 1942), pp. 157∼162.

T., Parsons, & R.F., Bales, “Family Structures and the jSocialization of the Child”, Family, socialization on Interaction Process (Ill., Free Press, 1955), p. 315.

60) M., Mead, Male and Female : a Study fo the Sexes in A Changing World (New York, Morrow, 1949), pp. 133∼163.

61) S., Pingree, R.P., Hawkins, M., butler, l& W., Paisley, “A Scale for sexism”, Journal of Communication, Vol. 24, No. 4, Autumn 1976, pp. 193∼200.

62) 차배근, 『커뮤니케이션학 개론 (하)』 (서울, 세영사, 1978), pp. 449∼450, 490.

63) W.A., Scott, “Reliability of Content Analysis : The Case of Nominal jScale Coding”, Public Opinion Quarterly, Vol. 19, Summer 1955, pp. 321∼325.

64) p_i = ( 관찰된 일치도의 %(% of observed agreement) - 기대된 일치도의 %(% of expected agreement) ) / ( 1 - 기대된 일치도의 % ) = ( 0.92 - 0.38 ) / ( 1 - 0.38 ) = 0.87

65) pi = ( 0.96 - 0.43 ) / ( 1 - 0.43 ) = 0.93