1) 박흥수,"어린이시장 현항과 광고에 대한 전망", 코래드, 1990.5, p.4.

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

3) R.Liebert, G.Nealand & Ｅ.Davidson, ,The Early World Window Perg- amoll Press, 1973.

4) 이상회, TV인간론, 교육신서 제 26 권, 배영사, 1982, p.197.

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

6)J．J.Boddewyn, Advertising to children : Regulation and Sel-regulation in40 Countries,, IAA, 1984, pp.3-4.

7) 박상종,"어린이 광고의 특성과 필요성", 삼희기획, 1989.4, PP,8-9.

8) Schneider, CHILDREN'S TELEVISION : the art, the business and how it works, NTC Business Books, 1987, p.9.

9) J.J.Boddewyn, op. tit. , p.5

10) Ibid.

11) Elhanan C. Stone, Advertising and Children , IAA, p.4.

12) Ibid., p.7.

13) Ibid., p, 9.

14) Dorothy Cohen, Advertising, Scott, foreman and company, 1988, p.566.

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

16) Elhanan, op. cit. , pp, 9-11.

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

18) S. Ward, "Children and Promotion: New Consumer Battleground?" Marketing Classics, Seoul : Bak Young Sa, 1971, pp.493-508.

19) Ronald S. Robin, "The Effects of Cognitice Development on Chi1drens Responses to Television Advertising", Journal of Business Research, 2, 4, 1974. pp.409-419.

20) E1iot J. Butter, Paula H. Popovich, Robert H. Stackhouse & Roger K. Ganner, "Discrimination of Television Programs and Commercials by Preschool Children", Journal of Advettising Research, 21, 2,

1981, pp.53-56.

21) Nancy Stephens & Mary Ann Stuffs,"Preschoolers Ability to Distinguish between Television Programming and Commercials",Jouranl Advertising, 11, 2, 1982, pp. 16-25.

22) Deborah L. Roedder, 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

23) Donald W. Hendon, Anthony F.,McGann & Brenda L. Hendon, "Childeren'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.

24) Stuart Van Auken & Subhash C. Lonial, "Children's Perceptions of Characters: Human vs. Animate Assessing Implications for Children's Advertising", Jouranl of Advertising, 14, 2, 1985, pp.13-22 25) Leonard N. Reid, "The Impact of Family Group Interaction on Children's Understanding of Television Advertising", 8,3, 1979, pp.13-19.

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

27) T. S. Robertson & J. R. Rossiter, "Children and Commercial Persuasion: An Attribution Theory Analysis", Journal of consumet Research, 1, 1, 1974, pp.13-20.

28) T. G. Bever, M. L. Smith, B. Bengen & T. G. Johnson, "Young Viewer Troubling Response to TV ,Ads", Harvard Busivess Review, 53, 6, 1975, pp.109-120.

29) J. H. Miller & 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.

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

31) Thomas E. Barry, "Children's Television Advertising: The Attitudes and Opinions of Elementary School Guidance Counselors", Journal of Advertising, 7, 4, 1978, pp,9-16.

32) T. S. Robertson & J. R. Rossiter, op.cit.

33) T.S. Robertson & J. R. Rossiter, "Children's Responsiveness to Commercial", Journal of communication, 27, 1, 1977, pp.101-106

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

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

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

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

38) Alan R. Wiman, "Parental Influence and Children's Responses to '

Television Advertising", Journal of Advertising, 12, 1, 1983, pp.12-18.

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

40) Leslie Isler, Edward T. Popper & Scott Ward,"Children's Purchase Request & Parental Responses: Result from A Diary Study", Journal of Advertising ,27, 5, 1987, pp.28-39,

41) 제일기획, "광고연감 '89", 1989, p.986.

42) 서성옥, "어린이를 위한 텔레비젼 시청지도", 방송연구, 1987,봄호,. p.127.

43) 최영일, "청소년의 광고바로보기 운동", 광고정보, 1985.5, p.45,

44) Rita Weisskoff, "Current Trends in Children's Advertising", Journal of Advertising Research,

25, 1, 1985, RC-13.

45) 이경자, "어린이와 광고", 광고정보, 1982.5, P.13.

46) 맹경육, "미국의 어린이대상 광고", 엘-지- 애드, 1987.10, p.32.

47) 홍영기 , 최선경, "아동 소비자 문제 연구", 한국소비자보호원, 1988, p.33.

48) 김규, 텔레비젼 혼경론, 나남, 1987, pp.182-183.

49) 조병량, "자율성격 짙은 미국에서의 어린이 광고규제", 광고정보: 1985.5, p.33.

50) Richard P. Adler et al , "The Effect of Television Advertising on Children", Lexington Books, 1980, pp.304-307.

51) Ibid., PP.310-314. 27

52) Ibid., pp.317-323.

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

54) 제일기획 , op.cit., p.875.

55) Ibid. , p.876.

56) Ibid, , p.878.

57) Ibid. , p.885,

58) 제일기획, "광고연감 '88", 1988, pp,788-791.

59) Ibid. , pp.791-792.

60) ibid, , pp.783-789. 34

61) 제일기획, "광고연감 '88", 1989, p.314.

방송위원회, '방송심의 사례집", 1990.6, p.324,

62) 방송위원회 , "어린이시청시간대--과연 언제인가", 방송심의, 1988.7 , p.24.

63) 이강수, "아동과 텔레비젼과의 관계", 언론학보 제7집, 한양대 언론 문화연구소, 1986, pp.41-91 참조.

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

65) 방송위원회, "TV어린이 시간대의 광고방송현황", 방송심의, 1988.4, PP.44-48 참조.

66) 한국방송광고공사, "애드 포커스", 광고정보, 1990.1, pp.6-9.

67) 제일기획, op.cit., pp.899-902.