I. 국내문헌

A. 국내도서

1. 金元銖, 광고학개론, 경문사, 1986.

2. 金元銖, 마아케팅관리론, 경문사, 1989.

3. 뚜셍, B.,기호학이란 무엇인가, 윤학로 역, 청하, 1987.

4. 벌로 J., 커뮤니케이션의 과정, 유태영 역, 서울 :종각출판사.

5. 소두영, 구조주의, 서울, 민음사, 1984.

6. 愼侑根, 기업과 사회, 경문사, 1986.

7. 신한종합연구소, 비젼 2000, 1988.

8. 에코, U.,기호학 이론, 서우석 역, 문학과 지성사, 1985.

9. 吳相洛, 마아케팅 원론, 박영사, 1980.

10. 윌리암슨, J., 광고기호론, 조병량 역, 열린책들, 1988.

11. 이강수, 매스커뮤니케이션 사회학, 나남, 1985.

12. 최종수, 매스커뮤니케이션 이론, 전예원, 1984.

13. 호옥스 T., 구조주의의 기호학, 오원교 역, 신아사, 1982.

B. 국내논문

1. 강명구, "문화론적 접근의 시각에서 본 대중문화 : 이데올로기 구성과정을 중심으로, " 외국문학, 가을, 10호, 1986.

2. 김규, "TV프로그램의 기호학적 연구" 서강대학교 대학원 신문 방송학과 석사학위논문, 1986.

3. 김서중, "이데올로기 분석방법으로서의 기호학에 관한 일 고찰," 서울대학교 대학원 신문학과 석사학위논문, 1985.

4. 김용호, "한국잡지광고의 구조적 특성에 관한 연구," 서울대학교 대학원 신문학과 석사학위논문, 1985.

5. 노동렬, "광고의 사회적 상징성에 관한 일 연구, 서강대학교 대학원 석사학위논문, 1987.

6. 박명진, "구조주의 관점에서 본 내용분석방법",인석 박유봉 박사, 회갑기념 논총, 서울 : 전예원, 1981.

7. 이귀옥, "광고텍스트의 의미구성방식과 이데올로기적 성격 : 여성 표상에 관한 분석을 중심으로", 한양대학교 대학원 신문방송학과 석사학위논문, 1988.

8. 조병량, "광고의 커뮤니케이션 과정과 의미작용의 분석에 대한 연구," 한양대학교 대학원 신문방송학과 박사학위논문, 1988.

C. 기타

1. 신한종합연구소, "기호론", 내부자료, 1988.

2. 신한종합연구소, "기호론과 마케팅", 신한리뷰, 1988.7.

3. 코래드, "광고텍스트의 잠재적 의미와 기호론적 분석", 사보, 1989.7.

12. 코래드, "기호학, 광고에 왜 필요한가", 사보, 1987.9.

II. 외국문헌

A. 외국도서

1. Barthes, R., Elements of Semiology, 1964, trans. by Lavers, A. and Clolins, S., Hill and Wang : New York, 1980.

2. Barthes, R., Mythologies, trans. by Lavers, A., New York : Hill and Wang, 1972. p.123.

3. Berelson, B., Content Analysis in Communication Research, New York : The Free Press, 1952.

4. Chapam, S., Great Expectation : Advertising and Tobacco Industry, London : Comedia Publishing Co., 1986.

5. Davis, H. and Walton, P. (ed.), Language, Imange, Media, New York : Basil Blackwell, 1983.

6. Dyer, G., Advertising as Communicvation, New York : Methuen, 1982

7. Fiske, J. Introduction to Communication Studies, London : Methuen, 1982.

8. Fiske, J. and Taylor, S. E., Social Cognition, Massachusetts : Addison-Wesley Publishing company, 1984.

9. Hodge, R. and Kress, G. Social Semiotics, London : Polity press, 1988.

10. Jhally, S., The Codes of Advertising : Fetishism and the Political Economy of Meaning in the Consumer Society, London : Frances Pinter, 1987.

11. Leiss, W., Kline, S., and Jhally, S., Social Communication in Advertising, New York : Methuen, 1986.

12. Potter, J, and Wetherall, M., Discourse and Social Phychology, Beverly Hills : 1987.

13. Umiker-Sebeok, J.(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

14. Williamson, J., Decoding Advertisements, New York : Marion Boyars, 1978.

15. 星野克美, 소비の 기호론, 동경 : 강담사, 소화 60년.

16. 星野克美, 기호화사회の 소비, 동경 : HBJ 출판국, 1985.

17. 星野克美, マ一ケテイングの 인지과학, 동경; NTT 출판사, 1989.

B. 외국논문

1. Chapam, S. and Egger, G. "Myth in Cigarette Advertising and Health Promotion ", in Davis, H. and Walton, P. (ed.), Language, Image, Media Oxford : Basil Blackwell, 1983.

2. J.Durand, "Rhetorical Figures in the Advertising Image," in J.Umiker-Sebeok (ed.), Marketing and Semiotics : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

3. Fry, D. L. and Fry, V.H., "A Semiotic Mode for the Study of Mass Communication," in M.L.Mclaughlin (ed.), Communication Yearbook 9, Beverly Hills: Sage Publications, Vol.9. 1986.

4. S.Hall, "Encoding/Decoding" in S.Hall, D.Hobson, A.Lowe, and P.Willis(ed.), Culture, Media, Language, London : Hutchinson, 1980.

5. Hirshman, E.C., "Movies as Myths : An Interpretation of Motion Picture Mythology," in Umiker-Sebeok, J.(ed.), Marketing and Semiotics : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

6. Hirshman, E.C., "Attributes of Attributes and Layers of Meaning ", in Advances in Consumer Research, Hirshman, E.C. and Holbrook, M. B. (ed.), Prov, UT : Association for Consumer Research, Vol.7. 1980.

7. Holbrook, M.B., "The Study of Signs in Consumer Esthetics : An Egocentric Review",in Umiker-Sebeok, J.(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

8. Holbrook, M.B., "The Dramatic Side of Consumer Research : The Semiology of Consumption Symbolism in the Arts", in Advances in Consumer Research, Hirshman, E. C. and Holbrook, M. B. (ed.), Prov, UT : Association for Consumer Research, Vol.14, 1986.

9. Holbrook, M.B., and Grayson, M. W., :The Semiology of Cienematic Consumption : Symbolic Consumer Behavior in 'Out of Africa'", Journal of Consumer Research, Vol.13., Dec. 1986.

10. Holman R. H., " Clothing as Communication : as Empirical Investigation ", in Advances in Consumer Research, Hirshman, E. C. and Holbrook, M. B.(ed.), Prov. UT : Association for Consumer Research, Vol.7. 1980.

11. Holman R. H., "Possessions and Property : The Semiotics of Consumer Behavior", in Advance in Consumer Behavior, Vol.10.(ed.) Bagozzi, R. P. and Tybout,A.M., Ann Arbor, MI : Association for Consumer Research, 1983.

12. Hoshino, K., "Semiotic Marketing and Product Conceptualization", in Umiker-Sebeok,J.(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York: Mouton de Gruyter, 1988.

13. Keret-Ward, T., "Combing Products in Use : How the Syntax of Product Use Affects Marketing Decisions : New Directions in the Study of Signs for sale, New York : Mouton de Gruyter, 1988.

14. Keret-Ward, T., M.W. Johnson and T.A. Louie, "Improving Recall by Manipulating the Syntax of Consumption Rituals," in Advances in Consumer Research, E.C. Hirshman and M.B.Holbrook(eds.), Prov. UT : Association for Consumer Research, Vol.7,1980.

15. Kotler, P. "Semiotics of Person and Nation Marketing ", in Umiker-Sebeok, J.(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

16. Lasswell, H.D. "The Structure and Function of Communication in Society," in Lyman Bryson(ed.) The Communication of Ideas, New York : Haper & Brotherson. 1948.

17. Levy, S. J., "Interpreting Consumer Mythology : A Strdctural Approach to Consumer Behavior," Journal of Marketing, Vol.45. Summer, 1981.

18. Levy, S. J., "Semiotician Ordinaire", Umiker-Sebeok, J.(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

19. Levy, S. J., "Symbols for Sale," Harvard Business Review, Vol.37. 1959.

20. Levy, S. J., "Symbols, Selves, and Others", Advances in Consumer Research, Vol.9,1981.

21. McCroken. G. "Advertising : Meaning or Information ?," Advances in Consumer Research, Hirshman, E. C. and Holbrook, M.B.(ed.), Prov, UT: Association for Consumer Research, Vol.14, 1986.

22. Mick, D. G., "Schema Theoretics and Semiotics : Toward more Holistic, Programmatic Research on Marketing Communication," Semiotica, Vol.70,1988.

23. Mick, D. G., "Consumer Research and Semiotics : Exploring the Morphology of Sings, Symbols, and Significance." Journal of Consumer Research, Vol.13. Sep. 1986

24. Myers, K. "Understanding Advertisers ", in Umiker-Sebeok, J.,(ed.), Semiotics and Marketing : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

25. Noth, W. "Advertising : The Frame Message" , in J.Umiker-Sebeok (eds.), Marketing and Semiotics : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

26. Soloman, M. R., and Assael, H. "The Forest or the Trees? : A Gestalt Approach to Symbolic Consumption", in J. Umiker-Sebeok,(ed.) Marketing and Semiotics : New Directions in the Study of Signs for Sale, New York : Mouton de Gruyter, 1988.

27. J. Umiker-Sebeok, "The First International Conference on Marketing and Semiotics : Special Report", Semiotica, Vol. 64(1/2,1987).

28. Verba., S. M., "Semiotics and Marketing : The View from the Marketplace ", in Marketing Signs, No.4, New York : Research Center for Languages and Semiotic Studies,1986.

29. Zatika, R.D., "Adverteasement," Semiotics, Vol.59, 1986.

30. 星野克美, "기업の기호론",マ一ケテイング ザナル . 일본マ一ケテイング협회, Mol.3,1986.

31. 星野克美, "창조적발상 の テクノ口ヅ一: 기호론적 マ一ケテイングの제안" 동경 : テサイ二ンク. 전통출판사업부, 1986.