<국내문헌>

金根水, 「한국잡지사」, (서울:청담출판사, 1980).

金永善, 「광고문헌해제집」, (서울:광명인쇄사, 1976).

김태진, 「AD BRAIN」, (서울:OTTO 출판부, 1990).

리대룡, 李明天, 「현대사회와 광고」(서울:나남, 1986).

文春植, 「현대광고론」, (서울:에코노미아, 1980).

______, 「광고사전」, (서울:에코노미아, 1974).

申寅燮, 리대룡 편, 「광고모체관리론」(서울:중앙대학교 광보학과, 1980).

申寅燮, 「한국광고발달사」(서울:일조각, 1980).

安秉烈, 「인쇄학 개론」, (서울:형제사, 1979).

兪鶴老, 「신광고론」, (서울:형제사, 1979).

제일기획, 「광고연감」, 1979-1988.

車培根, 「매스컴과 광고」, (서울:대학문화사, 1979).

崔動圭, 「광고규제 기준에 관한 연구」, (서울:한림인새공사, 1989).

코래드, 「광고대사전」, 코래드발행, 1886.

한국광고주협회, 「광고업계총람」, 한국광고주협회, 1989.

<참고논문>

金相洛, "잡지광고 디자인에 있어 표현방법적 분류로 본 소고", (중앙대학교 석사학위논문, 1983).

金干權, "잡지광고에 대한 수용자의 수용태도에 대한 연구", (연세대학교 석사학위논문, 1984).

金根鎔, "대한제국시대의 신문광고에 대한 고찰", (한국외국어대학교 석사학위논문, 1983).

리대룡, "불황타개를 위한 잡지매체의 효율적인 활용 방안", (중앙일보 석사학위논문, 1985).

成統烈, "대한제국시대의 잡지광고에 대한 연구", (중앙대학교 석사학위 논문, 1980).

송석환, "광고계의 회고와 전망", 코래드 사보, 1988.

劉在天, "잡지의 본질과 기능", 최진우 편, 「신문학 강의」, (서울:중앙대학교 출판국, 1979).

제일기획, "광고의 제공자와 수용자의 행태조사", 사내회람용, 1980.

<외국문헌>

仁科貞文, "소비자의 심리와 매체계획", 宋英鎬, 朴鐘烈 역, 「광고심리」, (서울:삼양, 1986).

宣傳會議, 「잡지광고の신시점」, (일본:(주)선박회의, 1978).

전통, 「일본광고발달사」, (동경:(주)전통, 1976).

Barton, Roger, Advertising Agency Operation and Management, (New York:McGraw-Hill Book Co., Inc., 1955).

Berelson, Bernard, Content Analysis in Communication Research, (Glencoe:The Free Press, 1952).

Kleppner, Otto, Advertising Procedure, 5th ed., (Englewood, Cliifs, N.J.:Prentice-Hall, 1966).

Krippendort, Klaus, Content Analysis:Introduction to Its Methodology, (Beverly Hills, London Sage Publication, Inc., 1980).

rowes, J. & A. Nolan, Fundamentals of Advertising, (Clincinati, Ohio:South-Western Publishing Co., 1950).

Waston, Dunn. W., Advertising:Its role in Modern Marketing, 3rd ed., (New York:Holt, Rinehart and Winston, 1961).

A Study on the Magazine Advertising During the Japanese Military Rule of Korea 1911-1919

Son, Nam-Ki(P.R. & Advertising Major Graduate School of Mass Communication Chung-Ang University)

This study has intended to review the historical environment of politics, economy, society, culture, the press, and publications reflected in the magazine advertising during the Military Rule period of the Japanese Colonial Government through an analysis of the magazine advertising during the same time span in further to the precedent research by Seung Tong-Ryol on the magazine advertising during the Daehan Empire era. Furthermore, this research has also purported to provide reference materials helpful to the understanding of the history of magazine advertising through the review of the magazine advertising on the basis of such historical environment as well as to offer an incentive for more thorough analysis and research in the future.

As a method to derive the answers to these problems, the researcher conducted the content analysis of all magazine advertising on all available magazines published during the Military Rule period of the Japanese Colonial Government and compared them with those during the Daehan Empire era.

For the data collection purposes, all magazine holdings in respective university libraries and the Library of the National Assembly have been scrutinized analyzed by photocopying all advertising appearing on the pages of these magazines. The number of magazines published during the Military Rule period of the Japanese Colonial Government(1911-1919) reached 40 some kinds of which the researcher collected 30 some kinds or 75 of the total, and applied 316 volumes or 74% of the cumulative total of the magazines in the form of the originals and photo copies for the analysis of all advertising appearing on these collected volumes.

Through this analysis the following characteristics have been identified.

Differing from those of the Daehan Empire era led by the advertising for the printing, publications and law firms, the magazine advertising during the Military Rule period of the Japanese Colonial Government indicated the decline in the advertising activities by the printing and publication industry, instead reflected a sharp increase in the advertising for sundry commodities, medicines and hospital medical services. Furthermore, despite the central control system of the Japanese Colonial Administration, the advertising activities by the British businesses were more vigorous than the Japanese business.

Instead of any given firm conducting an almost monopolistic magazine advertising(in the case of the Daehan Empire era, the "Chung-Ang Seo'Gwan"_operated by Joo Han-Young took up the 27% share of the total market), more advertisers bought advertising spaces on the comparable level. This phenomenon stood out most conspicuously.

Not only that but the total advertising frequency of relatively low or 134 during in Daehan Empire era was abruptly increased to 474 or a 350% increment participated in by 250 some advertisers.

However, the fact that the advertisers that used the magazine advertising less than 10 times in frequency numbering 211 during the Military Rule period of the Japanese Colonial Government manifested the lack of concern about the magazine advertising on the part of the businesses and also the historical environment of financial difficulties confronting the businesses during this period in time.