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Á¦1Àå

1) J.Umiker-Sebeok, "The First International Conference on Marketing and Semiotics:Special Report", Semiotica, Vol. 64(1/2, 1987). Cf. pp.195-196.

2) D. G. Mick., "Consumer Research and Semiotics:Exploring the Morphology of Sings, Symbols, and Significance", Journal of Consumer research, Vol 13(Sep. 1986), p.196.

Á¦2Àå

1) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, "±âÈ£·Ð", ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò ³»ºÎÀÚ·á,1988,¿ä .51.

2) ¶Ñ¼Ä, B ., ±âÈ£ÇÐÀ̶õ ¹«¾ùÀΰ¡, À±ÇзΠ¿ª, ¼­¿ï:ûÇÏ, 1987, pp.15-16.

3) ÃÖÁ¾¼ö, ¸Å½ºÄ¿¹Â´ÏÄÉÀÌ¼Ç ÀÌ·Ð, ¼­¿ï:Àü¿¹¿ø, 1984.¿ä .205.

4) ¿¡ÄÚ, U ., ±âÈ£ÇÐ ÀÌ·Ð, ¼­¿ì¼® ¿ª, ¼­¿ï:¹®Çаú Áö¼º»ç, 1985, p .24.

5) Á¶º´·®, "±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç °úÁ¤°ú ÀǹÌÀÛ¿ëÀÇ ºÐ¼®¿¡ ´ëÇÑ ¿¬±¸", ÇѾç´ëÇб³ ´ëÇпø ½Å¹®¹æ¼ÛÇаú(¹Ú»çÇÐÀ§³í¹®), 1988, p.52.

6) ¿¡ÄÚ, U ., Àü°è¼­, p.14.

7) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, "±âÈ£·Ð°ú ¸¶ÄÉÆÃ", ½ÅÇѸ®ºä, 1È£(1988³â7¿ù),p.63.

8) ¿¡ÄÚ, U ., Àü°è¼­, pp.17-23. ÂüÁ¶

9) R. Barthes., Elements of Semiology, 1964. trans. by A. Lavers and S. Colins, New York:Hill and Wang , 1980, p.9.

10) ±è¼­Áß, "À̵¥¿Ã·Î±â ºÐ¼®¹æ¹ýÀ¸·Î¼­ÀÇ ±âÈ£Çп¡ °üÇÑ ÀÏ °íÂû", ¼­¿ï´ëÇб³ ´ëÇпø ½Å¹®¹æ¼ÛÇаú(¼®»çÇÐÀ§³í¹®), 1985, pp.12-14.

11) K. Hoshino, " Semiotic Marketing and Product Conceptualization " in J. Umiker-Sebeok ,(ed.), Marketing and Semiotics:New Directions in the Study of Signs for Sale", New York:Mouton de Gruyter, 1988, pp.2-3.

12) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò Æí, ºñÁ¯ 2000, ¼­¿ï: ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, 1988, p.173.

13) ¿¡ÄÚ, U., Àü°è¼­, p.36.

14) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò Æí, Àü°è¼­, p.174.

15) K. Hoshino, op.cit., p.41.

16) D.G. Mick, "Consumer Research and Semiotics:Exploring the Morphology of Sings, Symbols, Significance, " Journal of Consumer Research, Vol.13(Sep.1986), p.199.

17) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, Àü°è¼­, pp.175-176. ÂüÁ¶

18) R. Hodge and G. Kress, Social Semiotics, London:Polity press, 1988 , Á¶º´·®, op.cit., pp.19-22. ¿¡¼­ ÀçÀοë

19) ¿¡ÄÚ, U., Àü°è¼­, p.14.

20) »ó°Ô¼­, p.24.

21) »ó°Ô¼­, p.25.

22) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, Àü°è³í¹®(³»ºÎÀÚ·á), p.51.

23) Á¶º´·®, Àü°è³í¹®, pp.55-56.

24) R.Barthes, ibid., p.47.

25) W. Leiss. S. Kline and S. Jhally. Social Communication in Advertising, New York:Methuen, 1986, p.152.

26) Ibid., Cf. pp.152-154.

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

28) ¿¡ÄÚ, U., Àü°è¼­, p.53.

29) R. Barthes(1972), op.cit., p.149.

30) À̰­¼ö, ¸Å½ºÄ¿¹Â´ÏÄÉÀÌ¼Ç »çȸÇÐ, ¼­¿ï:³ª³², 1985, p.59.

31) »ó°Ô¼­, p.279.

32) Á¶º´·®, Àü°è³í¹®, p.56.

33) G. Dyer, Advertising as Communication, New York:Methuen, 1982, Cf. pp.124-125.

D. G. Mick, op.cit., Cf. p.199

À̰­¼ö, Àü°Ô¼­, pp. 281-284 ÂüÁ¶

34) D. G. Mick, loc.cit.

35) ³ëµ¿·Ä, Àü°è³í¹®, p.31.

36) »çº¸°Å¼Õ ÆíÁý½Ç, op.cit.,p.7.

37) R. Barthes,(1972) op.cit., p.89.

38) ½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò, Àü°è³í¹®(³»ºÎÀÚ·á), pp.56-57. °ú

½ÅÇÑÁ¾ÇÕ¿¬±¸¼Ò Æí, Àü°è¼­, pp.168-179.À» Á¤¸®ÇÑ °ÍÀÓ.

39) R. Barthes(1964), op.cit., pp.42-43.

40) Á¶º´·®, Àü°è³í¹®, pp.58-59.

41) ³ëµ¿·Ä, Àü°è³í¹®, p.30.

42) È£¿Á½º, T., ±¸Á¶ÁÖÀÇ¿Í ±âÈ£ÇÐ, ¿À¿ø±³ ¿ª, ¼­¿ï:½Å¾Æ»ç, 1982, p.113.

43) ³ëµ¿·Ä, Àü°è³í¹®, p.24.

44) °Å¼Õ ÆíÁýºÎ, Àü°è³í¹®, p.7.

45) ¹Ú¸íÁø, ºñÆÇ Ä¿¹Â´ÏÄÉÀ̼ǰú ¹®È­ÀÌ·Ð, ¼­¿ï:³ª³², 1989, p.78.

46) Ibid., p.188.

47) J. Fisk, Introduction to Communication Studies, pp.144-146.

À̰­¼ö, Àü°è¼­, pp.287-288. ¿¡¼­ ÀçÀοë.

Á¦3Àå

1) D. G. Mick, "Consumer Research and Semiotics:Exploring the Morphology of Signs, Symbols, and Significance ", Journal of Consumer Research, Vol.13(Sep. 1986), p. 196.

2) S. M. Verba, "Semiotics and Marketing:The View From the Marketplace," in Marketing Signs, No.4, 1989,Cf.p.1.

3) K. Hoshino, "Semiotic Marketing and Product Conceptualization", in J. Umiker-Sebeok(ed.), Semiotics and Marketing:New Directions in the Study of Signs for Sale , New York:Mouton, 1988, pp. 41-70. À» Á¤¸®ÇÑ °ÍÀÓ

4) ÑÑêªâÇ, ¸¶¾ÆÄÉÆÃ °ü¸®·Ð, ¼­¿ï:°æ¹®»ç, 1989, p.246.

5) E. Brown, Marketing, New York:Harper & Brothers,1925, çïßÓÕ¦, ¸¶¾ÆÄÉÆÃ ¿ø·Ð, ¼­¿ï:¹Ú¿µ»ç, 1980, p.20. ¿¡¼­ ÀçÀοë

6) P. Kotler, Marketing Management:Analysis, Planning, Implementation and Control, 6th ed., 1988, p.66.

7) K. Hoshino, op.cit., Cf, pp.49-50.

8) Ibid., Cf. pp.49-50.

9) àøå¯ÐºÚ¸, "«Þì髱«Æ«¤«ó«°ªÎÀÎÁö°úÇÐ," °æÁ¦ªÎ»ýÅÂ, NTT ÃâÆÇ»ç, 1989, pp.397-398.ÂüÁ¶.

10) àøå¯ÐºÚ¸, "±â¾÷ªÎ±âÈ£·Ð",«Þì髱«Æ«¤«ó«°ªÎ«¶«Ê«ë . ÀϺ»Çùȸ, Mol.3., (1986), pp.1-9¸¦ º¸¿Ï, Á¤¸®ÇÑ °ÍÀÓ

11) ãåêâÐÆ, ±â¾÷°ú »çȸ, ¼­¿ï:°æ¹®»ç, 1986, p.457.

12) àøå¯ÐºÚ¸, Àü°è¼­, p.2.

13) L. Smirch, :Concepts of Culture and Organizational Analysis, Administrative Science Quarterly, Vol.28(Sep, 1983),p.346,ãåêâÐÆ, ibid., p.461-462¿¡¼­ ÀçÀοë.

14) ¹ú·Î, J., Ä¿¹Â´ÏÄÉÀ̼ÇÀÇ °úÁ¤, À¯Å¿µ ¿ª, ¼­¿ï:Á¾°¢ÃâÆÇ»ç, 1984,p.172.

15) À̰­¼ö, ¸Å½ºÄ¿¹Â´ÏÄÉÀÌ¼Ç »çȸÇÐ, ¼­¿ï:³ª³², 1985, pp.280-281.

16) H.D. Lasswell, "The Structure and Function of Communication in Society," in Lyman Bergson(ed.), The Communication of Ideas, New York:Haper & Brothersn, 1984, p.37.

17) À̰­¼ö, op.cit., p.285.

18) D.L. Fry and V.H. Fry, "A Semiotic Model for the Study of Mass Communication," in M.L.Mclaughlin(ed.), Communication Yearbook 9, Beverly Hills:Sage Publications, Vol.9, (1986), p.445.

19) ÀÌ °­¼ö, op,cit., p.276-277.

20) Ibid., p.265.

21) R. H. Holman, " Clothing as Communication:an Empirical Investigation," in Advances in Consumer Research, E.C. Hirshman and M.B.Holbrook(ed.), Prov. UT:Association for Consumer Research. Vol.7, (1980), pp.372-377.

22) D.G.Mick, "Consumer Research and Semiotics:Exploring the Morphology of Sings, Symbols, Significance," Journal of Consumer Research, Vol.13. (Sep. 1986), p.202.

23) T. Kehret-Ward, 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), pp.372-377.

24) D.G. Mick, "Schema - theoretics and Semiotics:Toward More Holistic, Programmatic Research on Mardketing Communication," Semiotica, Vol.70, (1/2, 1988), pp.1-26.

25) S.T. Fiske and S.E. Taylor, Social Cognition, Massachusetts:Addison - Wesley Publishing company, 1984, p.140.

26) M. B. Holbrook, "Beyond Attitude Stucture:Toward the Information Determinants of Attitude", Journal of Marketing, Vol 25(Nov.,1978), pp. 545-556.

27) ÑÑñ¤ê¶, Çö´ë ¸¶¾ÆÄÉÆÃ °ü¸®·Ð, ¼­¿ï: ¹«¿ª°æ¿µ»ç, 1987, p.130.

28) D.G. Mick(1986), op.cit., p.204.

29) T. Kehret - Ward, "Combing Products in Use:How the Syntax of Product Use Affects Marketing Decisions," in J. Umiker-Sebeok(ed.), Marketing and Semiotics:New Directions in the Study of Signs for Sale, New York:Mouton de Gruyter,1988, pp.219-238.

30) M.R. Solomon and H.Assael, "The Forest or the Trees?:A Gestalt Approach to symbolic Consumpting", in J. Umike-Sebeok(ed.), ibid., pp.189-218.

31) D.G. Mick, op.cit., p.204.

32) S.J. Levy, "Symbols for Sale", Harvard Business Review, Vol.37(Jul.-Aug.,1959), Cf.pp.117-124.

33) S.J. Levy, "Interpreting Consumer Mythologies: A Structural Approach to Consumer Behavior", Journal of Marketing, Vol.45(Summer,1981), pp.49-61.

34) H. Broms and H. Gahmberg, "Mythology in Organizations and Marketing",in J. Umike - Sebeok(ed.), op.cit., pp.410-419.

35) D.G. Mick, op.cit.,p.205.

36) E.C. Hirshman, "Movies as Myths:An Interpretation of Motion Picture Mythology," in J. Umike-Sebeok(ed.), Ibid., pp.335-376.

37) M.B. Holbrook and M.W. Grayson, "The Ssemiology of Ccinematic Consumption:Symbolic Consumer Behavior in 'Out of Africa'," Journal of consumer Research' Vol.13(Dec.,1986), pp.374-381.

38) M.B. Holbrook, "The Dramatic Side of Consumer Research:the Semiology of Consumption Symbolism in the Arts," in Advances in Consumer Research, E.C. Hirshman and M.B.Holbrook(ed.), Prov, UT:Association for Consumer Research, Vol.13.(1985), pp.237-240.

Á¦4Àå

1) W. Leiss, S, Kline, and S. Jhally, Social Communication in Advertising, New York: Methuen, 1986, pp.149-152.

2) ±è±Ô, "TV ÇÁ·Î±×·¥ÀÇ ±âÈ£ÇÐÀû ¿¬±¸" ¼­°­´ëÇб³ ´ëÇпø ½Å¹® ¹æ¼ÛÇаú (¼®»çÇÐÀ§³í¹®), 1986, p.81.

3) Á¶º´·®, "±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç °úÁ¤°ú ÀǹÌÀÛ¿ëÀÇ ºÐ¼®¿¡ ´ëÇÑ ¿¬±¸" ÇѾç´ëÇб³ ´ëÇпø ½Å¹®¹æ¼ÛÇаú(¼®»çÇÐÀ§³í¹®), 1988, p.49.

4) S.Hall, "Encoding/Decoding" in S.Hall, D.Hobson, A.Lowe, and P.Willis(ed.), Culture, Media, Language, London:Hutchinson, 1980, p.130.

5) B. Berlson, Content Analysis in Communication Research, New York: The Free Press, 1952, p.169.

6) W.Leiss, et al., op.cit., pp.169-173.

7) Ibid., p.174.

8) Loc. cit.

9) ³ëµ¿·Ä, Àü°è³í¹®, p.27.

10) W.Leiss, et.al., ibid., pp.100-102.

11) J.Williamson, Decoding Advertisements, New York:Marion Boyars, 1978, p.100-102.

12) àøå¯ÐºÚ¸(¿Ü), ±âȣȭ »çȸ ¼Òºñ, µ¿°æ: HBJ ÃâÆÇ±¹, 1985, Á¶º´·®, Àü°è³í¹®, p.70.¿¡¼­ ÀçÀοë

13) G.Dyer, Advertising as Communication, New York:Methuen, 1982, p.126.

14) ³ëµ¿·Ä, Àü°è³í¹®, p.30.

15) G. Dyer, op.cit., p.127.

16) °­¸í±¸, Àü°è³í¹®, p.48.

17) À̱ͿÁ, "±¤°íÅØ½ºÆ®ÀÇ Àṉ̀¸¼º¹æ½Ä°ú À̵¥¿Ã·Î±âÀû ¼º°Ý: ¿©¼ºÇ¥»ó¿¡ °üÇÑ ºÐ¼®À» Áß½ÉÀ¸·Î" ÇѾç´ëÇб³ ´ëÇпø ½Å¹®¹æ¼ÛÇаú, (¼®»çÇÐÀ§³í¹®), 1988, pp.25-30. ÂüÁ¶.

18) ÄÚ·¡µå, "±âÈ£ÇÐ, ±¤°í¿¡ ¿Ö ÇÊ¿äÇѰ¡?", »çº¸,(1987³â 9¿ù), pp.4-6.

19) R. Barthes, "Mythologies," trans. by A. Lavers. New York:Hill and Wang, 1972, p.115.

20) R. Barthes, op.cit., pp.26-27, Á¶º´·®, Àü°è³í¹®, p.65.¿¡¼­ ÀçÀοë

21) Loc.cit.

22) J.Potter and M.Wetheral, op.cit., pp. 26-27., Á¶º´·®, op.cit., p.68.

23) À̱ͿÁ, Àü°è³í¹®, pp.35-30.

24) °­¸í±¸, Àü°è³í¹®, p.50.

25) W.Leiss, et.al., pp.153-156.

26) W.Noth, "Advertising: The Frame Message", in J. Umiker Sebeok(eds.) Marketing and Semiotics:New Directions in the Study of signs for slae, New York:Mouton de Gruyter, 1987, pp.279-289¸¦ Á¤¸®ÇÑ °ÍÀÓ.

27) J.Durand, "Rhetorical Figures in the Advertising Image," in J.Umiker-Sebeok(ed.), Ibid., pp.295-296 °ú G.Dyer, op.cit., pp.158-182. ¸¦ Á¤¸®ÇÑ °ÍÀÓ.

28) ¼ÒµÎ¿µ, ±¸Á¶ÁÖÀÇ, ¼­¿ï:¹ÎÀ½»ç, 1984, pp.181-187.

29) Åõ¼Ä, B., ±âÈ£ÇÐÀ̶õ ¹«¾ùÀΰ¡, À±ÇзΠ¿ª, ¼­¿ï:ûÇÐ, 1987,p.77.

30) »ó°è¼­, pp.109-113. ÂüÁ¶.

31) S.Chapman and G.Egger, "Myth in Cigarette Advertising and Health Promotion," in H.Davis and P.Walton, (ed.), Language, Image, Media, Oxford;Basil Blachwell, 1983, pp.166-186.

32) ¹Ú¸íÁø, "±¸Á¶ÁÖÀÇ °üÁ¡¿¡¼­ º» ³»¿ëºÐ¼® ¹æ¹ý", Àμ® ¹Ú À¯ºÀ ¹Ú»çÈ­°©±â³ä ³íÃÑ, ¼­¿ï:Àü¿¹, 1981,p.116.

33) Àª¸®¾Ï½¼, J.,op.cit., pp.47-48.

34) »ó°è¼­, p.51.

36) W.Williamson, op.cit., p.100.

37) J.Àª¸®¾Ï½¼, Àü°è¼­, pp. 65-66.

38) »ó°è¼­, p.72.

39) S. chapman, Great Expectations:Advertising and the tobacco Industry ¿¡¼­ Â÷¿ë, ¼öÁ¤ÇÑ À̱ͿÁ, Àü°è³í¹®, pp.34-35¸¦ Á¤¸®ÇÑ °ÍÀÓ

40) ±è¿ëÈ£, "Çѱ¹ÀâÁö±¤°íÀÇ ±¸Á¶Àû Ư¼º¿¡ °üÇÑ ¿¬±¸", ¼­¿ï´ë ´ëÇпø ½Å¹®Çаú(¼®»çÇÐÀ§³í¹®), 1985. p.13.

41) À̱ͿÁ,Àü°è³í¹®, pp.48-50.

42) R.D. Zakia, "Adverteasement" Semiotica, Vol.59,(1986),p.1-11.

43) S.Jhally, the Code of Advertising:Fetishism and the Political Economy of Meaning in the Consumer Society, London:Frances Pinter, p.87.

44) Ibid., p.147-169.

45) Loc.cit.

46) W.Leiss, et.al., op.cit., pp. 178-236.

47) S.Chapman, op.cit., pp. 77-116., Á¶º´·®ÇØ¾ß Àü°è³í¹®, p.82.¿¡¼­ ÀçÀοë

48) °­¸í±¸, Àü°è³í¹®, p.59.

49) W.Leiss.et.al., op.cit., p.165.

50) ÄÚ·¡µå, Àü°è³í¹®, p.6.

Á¦5Àå

1) J. Àª¸®¾Ï½¼, ±¤°í±âÈ£·Ð, Á¶º´·® ¿ª, ¼­¿ï:¿­¸°Ã¥µé, 1988, pp.44-48. ÂüÁ¶

2) W.Leiss, S. Kline, and S. Jhally, Social Communication in Advertising, New York: Methuen, 1986, pp.156-159.