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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), ±âÈ£È »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»çȰ©±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.