1) 송용섭/리대룡 공저, 현대광고론(서울: 무역경영사, 1985), pp.10-20.

2) Larry Percy and John R.Rossiter, Advertising Strategy: A Communication Theory Approach(NY: Praeger, 1980), p.87.

3) Morris B. Holbrookand William L. Moore, "Feature Interaction in Consumer Judgements of Verbal versus Pictorial Presentations," Journal of Consumer Research, Vol,8(June 1981), p.103.

II.

4) 찰스 Y.양(저), 김충기/리대룡(역), 이른바 뉴마케팅의 시대(서울: 대학문화사, 1983), p.352.

5) D. A. Aaker and D. Norris, "Characteristics of TV Commercials perceived as Informative," Journal of Advertising Research, Vol.22(1982), p.61-70.

6) Allan Pavio, "Mental Imagery in Associative Learning and Memory," Psychological Review, Vol.76(1969), pp.241-263.

7) M. H. Erdelyi and J. becker, "Hypermnesia for Pictures: Incremental Memory for Pictures but not Words in Multiples Recall Trial," Cognitive Psychology, Vol.6(1974), pp.159-171.

8) Roger N. Shepard, "Recognition Memory for Words, Sentences and Pictures," Journal of Verbal Learning and Verbal Behavior, Vol.6(1967), pp.156-163.

9) kathy A. Lutz and Richard J. Lutz, "The Effects of Interactive Imagery on Learning: Application to Advertising," Journal of Applied Psychology, Vol.62(1977), pp.493-498.

10) Andrew A. Michell and Jerry C. Olson, "Are Product Attribute Beliefs the only Mediator of Advertising Effects on Brand Attitude?" Journal of Marketing Research, Vol,18(1981), p.318-332.

11) H. W. Reese, "Imagery in Paired-Associate Learning in Children," Journal of Experimental Child Psychology, Vol,8(1965), p.290-296.

U. Neisser and N. Kerr, "Spatial and mnemonic properties of Visual Images," Cognitive Psychology, Vol.5(1973), pp.138-150.

12) K. L. Alesandrini, "Imagery-Eliciting Strategies and meaningful Learning," Journal of Mental Imagery, Vol.6(1982), pp.125-140.

13) R. E. Nisbett, E. Borgida, R. Crandall and H. Reed, "Popular Indication: Information is not Necessarily Informative," in J. B. Carroll and J. W. Payne(eds.), Cognitive and Social Behavior(NJ: Hillsdale Lawrence Erlbaum Associates, 1976).

14) Roger N. Shepard, "Recognition Memory for Words, Sentences and Pictures," Journal of Verbal Learning and Verbal Behavior, Vol.6(1967), pp.156-163.

15) R. K. Guenther, L. K. Robertal and W. Putnam, "Commonalities and Differences in Semantic Decisions About Pictures and Words," Journal of Verbal Learning and Verbal Behavior, Vol.19(1980), pp.54-74.

Douglas L. Nelson and Valerie S. Reed, "On the Nature of Pictorial Encoding: A Level-of-Processing Analysis," Journal of Experimental Psychology: Human Learning and Memory, Vol.2, No.1(1976), pp.49-57.

Douglas L. Nelson Valerie S. Reed and John R. Walling, "Pictoriar Superiority Effect," Journal of Experimental Psychology: Human Learning and Memory, Vol.2, No.5(1977), pp.523-528.

16) Linda L. Golden and Keren A. Johnson, "The Impact of Sensony preference and Thinking Versus Feeling Appeals on Advertising Effectiveness," in A. Tybout and M. Bagozzi(eds.), Advances in Consumer Research, Vol.10(1983).

17) Morris B. Holbrook, "Beyond Attitude Structure: Toward the Informational Determinants of Attitude," Journal of Marketing Research, Vol.15(November 1985), pp.545-556.

18) Shelly E. Taylor and Suzanne C. Thomson, "Stalking the Elusive 'Vividness' Effect," Psychological Review, Vol.8, No.3(1982), pp.155-181.

19) Jolita Kisielius and Brian Sternthal, "Deteating and Explaining Vividness Effects in Attitudinal Judgements," Journal of Marketing Research, Vol.21, No.2(1984), pp.54-64.

20) john R. Rossiter and larry percy, "Visual Imagery Ability as a meditation of Advertising Response," in H. K. Hunt(ed.), Advances in Consumer Research, Vol.5(1978), pp.621-629.

21) Julie A. Edell and Richard Staelin, "The Information processing of Pictures in Print Advertisements," Journal of Consumer Research, Vol.10, No.6(1983), pp.45-61.

22) Morris B. Holbrook, Beyond Attitude Structure: Toward the Informational Dominants of Attitude," Journal of Marketing Research, Vol.15(November 1978), pp.545-556.

23) Allan Pavio, "Mental Imagery in Associative Learning and Memory," Psychological Review, Vol.76, No.3(1969), pp.241-263.

24) Kenneth E. Runion, Advertising and the practice of Marketing(Columbus, OH: Merill, 1979), pp.50-54.

25) Jolita Kisielius, "The Role of Memory in understanding Advertising Media Effectiveness: The Effect of Imagery on Consumer Decision Making," in Advances in Consumer Research, A. Mitchell(ed.), An Arbor, ML Association for Consumer Research, Vol.9(1982), pp.183-186.

26) Stephen Baker, Visual Persuasion(NY: McGraw-Mill, 1961), pp.56-59.

27) R. Plisken, "Some of the Most Carefully Chosen Words Are Pictures," in Advertising: Today, Yesterday, Tomorrow(ed.),(Priter's Ink NY: McGraw-Mill, 1963).

28) Kenneth E. Runyon, Advertising and the Practice of Marketing(Columbus, OH: Merrill, 1979).

29) 리대룡, 이명천(공저), 현대사회와 광고(서울: 나남출판사, 1991), p.267.

30) William Wells, John Burnett and Sandra Moriarty, Advertising: Principles and practice(NJ: Englewood Cliffs, Prentice-hall, 1966), pp.169-170.

31) William J. McGuire, "Cognitive Consistency and Attitude Change," Journal of Abnormal and Social Psychology, Vol.60(196), pp.345-353.

William J. McGuire, "The Probabilogical Model of Cognitive Structure and Attitude Change," in R. E. Petty et.al(eds.), Cognitive Responses in Persuasion(NJ: Hillside, 1981), pp.291-307.

W. A. Scott et.al., Cognitive Structure: The Theory and Measurement of Individual Differences(Washington D. C.: V. H. Winston and Sons, 1975).

J. G. Delia, B. J. O'Keefe, "The Constructivist Approach to Communication," in F.E.X. Dance eds., Human Communication Theory(NJ: Harper and Row, 1982), pp.147-191.

32) R. B. Zajonc, "The Process of Cognitive Turning in Communication," Journal of Abnormal Social Psychology, Vol.61(1960).

33) Ibid.

34) John R. Rossiter and Larry Percy, "Visual Communication in Advertising Ability As a Mediator of Advertising Response," Advance in Consumer Research, Vol.5(1978), pp.621-629.

35) Andrew A. Mitchell and Jerry c. Olson, "Cognitive Effects of Advertising Repetition," Advance in Consumer Research, Vol.4(1977), pp.213-220.

36) Andrew A. Mitchel, "The Effect of Visual and Verbal Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement," Journal of Consumer Research, Vol.13(1986), pp.12-24.

37) Ibid., pp.12-24.

38) Richard J. Lutz, Scott b. Markenzie and George E. Belch, "Attitude Toward the Ad as A mediator of Advertising Effectiveness," Advance in Consumer Research, Vol.10(1983), pp.532.

39) Morris B. Holbrook, "Beyond Attitude Structure: Toward the Informational Determinants of Attitude," Journal of Marketing Research, 1978, 00.545-556.

III.

40) David A. Aaker and John G. Myers, Advertising Management(Prentice-Hall International Editions, 1988), p.248.

41) R. J. Lutz, S. B. Mackenzie and G. E. Belch, "Attitude Toward the Ad. as a Mediator of Ad Effectiveness," Advances in Consumer Research, Vol.10(1982), p.538.

42) J. H. Antil, "Conceptualization and Operationalization of Involvement, Advances in Consumer Research, Vol.11(1984), p.203.