제2장

1)William J. Stanton Fundamental of Marketing, 6th.ed.(New York : McGraw-Hill Inc., 1981), p.3

2)Kathryn Moore Greenwood and Mary Fox Murphy, Fashion In-novation and Marketing(New York : Macmillan Publishing Co. 1978), p.4

3)William J. Stanton, op.cit., p.4

4)김원수, <광고학 개론> (서울:경문사, 1986), pp.7∼8.

5)<한글학회 중사전> (서울:한글학회, 1958)

6)오두범, <광고커뮤니케이션원론> (서울:전예원, 1983), pp. 19∼20.

7)"Report of the Definitions Committee", Journal of Marketing, Vol. 13, No.2(1948), p. 205.

8)김원수, 전게서, pp. 11∼15.

9)Sampson H., A History of Advertising from the Earliest Times, 1875, p. 19.

10)Christopher Gilson and Harold W. Berkman, Random House Business Division(New York : 1980), pp. 34∼51.

11)최병룡, <최신광고론> (서울:박영사, 1984), p. 23.

12)상게서, pp. 25∼29.

13)오두범, 전게서. pp. 51∼52.

14)상게서, pp. 51∼52

15)김원수, 전게서, pp. 52∼58

16)최병룡, 전게서, pp. 15∼18

17)상게서, pp. 19∼21

18)Arthur A. Winter & Stanly Goodman, Fashion Advertising and Promotion, 4th. ed. (New York : Fairchild Publications, 1978), pp. 52∼58

19)김원수, 전게서, p. 74.

20)Maurice I. Mandell, Advertising, 4th. ed. (New Jersey : Prentice-Hell, 1984), p. 4.

21)Arthur A. Winter & Stanly Goodman, op. cit., pp. 48∼32.

22)Ibid., p. 48.

23)Ibid., p. 50.

24)Ibid., p. 51.

25)Ibid., p. 52.

26)Maurice I. Mandell, op.cit., p. 5.

27)Arthur A. Winter & Stanly Goodman, op.cit., p.48.

28)Ibid., p. 58.

29)Ibid., p. 48.

30)Ibid.

31)Ibid.

32)Maurice I. Mandel, op.cit., pp. 5∼6.

33)Kathryn Moore Greenwood & Mary Fox Murphy, op.cit., p.240.

34)Ibid.

35)Ibid., p.241

36)Ibid., p.242

37)Ibid

38)Arthur A. Winter & Stanley Goodlnan, op. cit., p.78.

39)Ibid., p.33.

40)오두범, 전게서, p.136.

41)Athur A. Winter & Stanley Goodman, op. cit., p.73.

42)오두범, 전게서, p.163.

43)상게서, p.166.

44)제일기획, <광고-기초이론> (서울 : 제일기획, 1980), p. 173.

45)오두범, 전게서, p.183.

46)신엽섭, <광구실무론> (서울 : 나남, 1986), p. 385.

47)제일기획, 전게서, p.173.

48)오두범, 전게서, p.185.

49)이영주, "여성의류의 광고표현형식에 관한 연구," 숙대대학원 석사논문, pp.32∼55.

50)오두범, 전게서, p.180.

51)김원수, 전게서, p.273.

52)오두범, 전게서, p.191.

53)상게서, p.193.

54)김원수, 전게서, p.273.

55)Maurice I. Mandell, op. cit., p. 438.

56)나성남, "신문광고의 주목효과에 관한 연구" (서울:홍익대학교 산미대학원, 1975), p.69.

57)오두범, 전게서, p.217.

58)이영주, 전게서, pp.29∼35.

59)오두범, 전게서.

60)Arthur A. Winter & Stanley Goodman, op. cit., pp. 129∼130.