(국내문헌)

1.강태융, "어린이의 세계를 수용하고, 수용될 수 있는 광고를", 삼희기획, 1989.4, p.10.

2.김규, "텔레비젼 환경론", 나남, 1987

3.김흥규, "어린이시장에 대한 마케팅의 이해", 코래드, 1990.5, p,12.

4.맹경육, "미국의 어린이대상 광고", 엘 지 애드, 1987-10, p.32.

5.박상종, "어린이 광고의 특성과 필요성", 삼희기획, 1989.4, pp.8-9.

6.박허식,"전파매체 접촉에 대한 시간공학적 연구", 신문연구소학보 Vol.19 서울대 신문연구소, 1982, 자료편.

7.박흥수, "어린이시장 현황과 광고에 대한 전망", 코래드, 1990.5, p.4.

8.방송위원회, "방송심의 사례집", 1990,5, p324.

9._______,"어린이 시청시간대--과연 언제인가", 방송심의, 1988.7, p.24.

10.______, "TV 어린이 시간대의 광고방송현황", 방송심의, 1988.4,pp.44-48

11.서성옥,"어린이를 위한 텔레비전 시청지도", 방송연구, 1987.봄호, p.127

12.이강수, "아동자 텔레비전과의 관계", 언론학보 제7집, 한양대 언론문화 연구소, 1986, pp.41-91 참조. 13.이경자, "어린이와 광고", 광고정보, 1982.5, p, 13.

14.이상회, "TV인간론", 고육신서 제 26 권, 배영사, 1982.

15.장형익, "구체적인 세부적 규정 마련되야", 신문과 방송, 1990.8, p.25.

16.제일기획, "광고연감", 1988, 1989.

17.조병량, "자율성격 짙은 미국에서의 어린이 광고규제", 광고정보, 1985.5 , p.33.

18.최영일, "청소년의 광고바로보기 운동", 광고정보, 1985.5, p.45.

19.한국방송광고공사, "에드 포커스", 광고정보, 1990.1, pp.6-9.

20.홍영기, 최선경,"아동 소비자 문제 연구", 한국소비자보호원, 1988, p.83

(외국문헌)

1. Adler, Richard P. et al., The Effect of Television Advertising on Children, Lexington Books, 1980.

2. Rarry, Thomas E., Children's Television Advertising : The Attitudes and Opinions of Elementary School Guidance Counselors", Journal of Advertising, 7, 4, 197S, pp.9-16.

3. Berey, L. A. I R. W. Pollay, "The Influencing Role of the Child in Family Decision Making", Journal of Marketing Research, 5, 1, 1968 pp.70-72.

4. Bever, T. G., M. L. Smith, B. Bengen & T. G. Johnson, "Young Viewers Troubling Response to TV Ads", Harvard Business Review, 53, 6,1976 pp.109-120.

5. Boddewyn, J. J., Advertising to children : Regulation and Self-regulation in 40 Countries, IAA, 1984.

6. Butter, Eliot J., Paula M. Popovich, Robert H. Stackhouse K Roger K Ganner, "Discrimination of Television Programs and Commercials by Preschool Children", Journal of Advertising Research, 21, 2, 1981, pp.53-56.

7. Cohen, Dorothy, Advertising, Scott, Foresman and Company, 1988.

8. Heit, Robert E. 5 Randy Eck, "Advertising to children : Attitudes of Business VS. Consumers", Journal of Advertising Research, 27, 4, 1987, pp.40-41.

9. Hendon, Donald V., Anthony F. McGann & Brenda L. Hendon, "Children's Age, Intelligence, and Sex as Variables Mediating Reaction to TV Commercials : Repetition and Content Comprexity Implications for Advertisers", Journal of Advertising, 7, 3, 1978, pp.4-12.

10. Isler, Leslie, Edward T. Popper & Scott Ward, "Children's Purchase Request k Parental Responses: Result from A Diary Study", Journal of Advertising, 27, 5, 19S7, pp.28-39.

11. Liebert, R., G. Nealand & E. Davidson, The Earl World Window, Pergmon Press, 1973.

12. Miller, J. H. & P. Busch, "Host Selling vs. Premium TV Commercials, An Experimental Evolution of Influence on Children", Journal of Marketing Research, 16, 3, 1979, pp.323-332.

13. Munn, M., "The Effect on Parental Buying Habits on Children Exposed to Children's Television Programs", Journal of Broadcasting, 2, 3, 1958, pp.253-258.

14. Reid, Leonard N., "The Impact of Family Group Interaction on Children's Understanding of Television Advertising", Journal of Advertising, 8, 3, 1979. pp.13-19.

15. Reid, Leonard N., W. 0. Bearden & J. E. Teel, "Family Income, TV Viewing and Children's Cereal Rating", Journalism Quarterly, 1980, pp.327-330.

16. Robertson, T. S. h J. R. Rossiter, "Children and Commercial Persuasion" An Attribution Theory Analysis", Journal of Consumer research, 1, 1, 1974, pp.13-20.

17. "Children's Responsiveness to Commercial", Journal of communication, 27, 1, 1977, pp.101-106.

18. Robertson, T. S., "Parental Mediation of Television Advertising Effects", Journal of communication, 29, 1, 1979, pp.12-25.

19. Roedder, Deborah L., Brian Sternthal & Bobby J. Calder, "Attitude-Behavior Consistency in Children's Responses to Television Advertising", Journal of Marketing Research, 20, 4, 1983, pp.337-349.

20. Rossiter, John R., "Does TV Advertising Affect Children?", Journal of Advertising Research, 19, 1, 1979, p.49.

21. Rubin, Ronald S., "The Effects of Cognitive Development on Children's Responses to Television Advertising", Journal of Business Research 2, 4, 1974, pp.409-419.

22. Schneider, CHILDREN'S TELEVISION : the art the business and how it works, NTC Business Books, 1987.

23. Sheikh, Annes A. & L. Moleski, "Conflict in the Family Over Commercials", Journal of communication, 27, 1977, pp.152-157.

24. Soldow, Gary F., "The Processing of Information in the Young Consumer: The Impact of Cognitive Developmental Stage on Television, Radio, Print Advertising", Journal of Advertising, 12, 3, 1983, pp.4-14

25. Stephens, Nancy & Mary Ann Stutts, "Preschoolers Ability to Distinguish between Television Programming and Commercials", Journal of Advertising, 11, 2, 1982, pp.16-25.

26. Stone, Elhanan C., Advertising and Children, IAA.

27. Van Auken, Stuart E Subhash C. Lonial, "Children's Perceptions of Characters: Human versus Animate Assessing Implications for Children's Advertising", Journal of Advertising, 14, 2, 1985, pp.13-22.

28. Ward, s., "Children and Promotion: New Consumer Battleground?", Marketing Classics, Seoul : Bak Young Sa, 1971, pp,495-508.

29. Ward, Scott & Daniel B. Wackman, "Children's Purchase Influence Attempts and Parental Yielding", Journal of Marketing Research, 9, 3, 1972, pp.316-319.

30. Weisskoff, Rita, "Current Trends in Children's Advertising", Journal of Advertising Research, 25, 1, 1985, RC-13.

31. Wiman, Alan R., "Parental Influence and Children's Responses to Television Advertising", Journal of Advertising, 12, 1, 1983, pp12-18.