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* º£¸£³ª¸£ Åõ›À Àú, À±ÇзΠ¿Å±è, ¡¸±âÈ£ÇÐÀ̶õ ¹«¾ùÀΰ¡¡¹, (¼­¿ï, ¿À´ÃÀÇ ½Ã¹Î¼­´ç, 1989).

* Áêµð½º, Àª¸®¾Ï½¼ Àú, Á¶º´·® ¿Å±è, ¡¸±¤°í±âÈ£·Ð¡¹, (¼­¿ï, ¿­¸°Ã¥µé), 1988.

* ¿òº£¸£Åä ¿¡ÄÚ, ¼­¿ì¼®¡¤ÀüÁöÈ£´Â ¿Å±è, ¡¸±âÈ£Çаú ¾ð¾îöÇС¹, (¼­¿ï, ûÇÏ, 1990).

* ±è¿ø¼ö, ¡¸±¤°íÇа³·Ð¡¹, (¼­¿ï, °æ¹®»ç, 1989).

* À̰ÇÈ£ ÆíÀú, ¡¸µðÀÚÀÎ Åë·Ð¡¹, (¼­¿ï, À¯¸²¹®È­»ç).

* ¸®´ë¿ë, ¡¸±¤°íÀÇ °úÇС¹, (¼­¿ï, ³ª³²).

* Greimas and Courtes ÁöÀ½, õ±â¼®¡¤±èµÎÇÑ ¿Å±è, ¡¸±âÈ£ÇÐ ¿ë¾î»çÀü¡¹.

* ¼ÒµÎ¿µ Àú, ¡¸±âÈ£ÇС¹, (¼­¿ï, Àΰ£»ç¶û, 1991).

* w. Ä­µò½ºÅ°, ¡¸Ã߻󿹼ú·Ð¡¹, (¼­¿ï, ¹Ì¼úÃâÆÇ»ç, 1980).

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* Kotler, P. "Marketing Management : Analysis, Planning and Controls", 5th ed 1984.

* Stephen W. Littlejone, The Theory of Human communication 2nd ed. (Belmont, Wadsworth Publising Company, 1983).

* Dorald P. Cushman, "The Rules Perspective as a Theoretical Basis for the study of Human Communication", Communication Quarterly, No.25, 1977.

* Dunn, S.W. & A.M.Barban, Advertising, It's Role in Modern Marketing, 5th ed. 1982.

* Rossiter, J.R. & L.Percy, "Attitude change Advertising", Journal of Advertising, Vol. 9, Nol.2. 1980.

* Plisken, R., "Some of the Most Carefully chosen words are Pictures", in Advertising : Today, Yesterday, Tomorrow, ed. (Printer's Ink, New York ; McGraw Hill, 1963).

* W.Leiss, S.Kline, and S.Jhally, Social Communication in Advertising, (London : Methuen, 1986).

* D.S charke, Prireciples of semiotic, London : Routledge and Regan Paul, 1987.

* U.Eco, Semiotics and the Philosophy of Language Bloomingtor, (Indiana University Press, 1984).

* P.Michael, "Sign, Image, and Desire, Semiotic Phenomenology and the film Image", Ph D.dissertation, (southern Illinois University, 1983).

* Chapman, S., Great Expection : Advertising and the Tobacco Industry, (London : Comedian Publishing Group, 1986).

* ô¹ÜâÙò«àÊ¢ èâ, ¡¸±âÈ£ªÈª·ªÆªÎ¿¹¼ú¡¹, (µ¿°æ:°æÃʼ­¹æ, 1984)

* Philip Kotler, Marketing Management : Anahysis, Planning and Control, 5th ed, (Prentice-Hall, Englewood Cliffs, NJ, 1984).

* Wilbur Schramm, "How Communication Works" in Wilbur Schramm(ed.). The Process and Effects of Mass Communication, (University of Illinois Press, Urbana, Ill, 1954).

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* ¹Ú´ë¼ø, ¡¸»ê¾÷µðÀÚÀÎ °³¼±À» À§ÇÑ ±âÈ£·ÐÀû ¿¬±¸¡¹, ÇѾç´ë ¹Ú»ç³í¹®.

* ðÆç¶ôÉ, ¡¸Graphic Symbol¿¡ À־ÀÇ ±âÈ£·ÐÀû ºñ¹®Ã¼¼º Á¤º¸È­ÀÇ ±¸Á¶·Ð¡¹, ÇѾç´ë ¹Ú»ç³í¹®, 1990.

* ³ëµ¿·Ä, ¡¸±¤°íÀÇ »çȸÀû »ó¡¼º¿¡ °üÇÑ ¿¬±¸¡¹, ¼­°­´ë ¼®»ç³í¹®, 1987.

* Á¶º´·®, ¡¸±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç ±¸Á¶ÀÇ ÀǹÌÀÛ¿ë¿¡ °üÇÑ ¿¬±¸¡¹, ÇѾç´ë ¹Ú»ç³í¹®, 1988.

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