1. 국내 문헌

강성보 (1985), "불황기의 제약업계 「총력광고」로 적극대처" 광고정보, 10월호, p.21. (1990), "남편의 음주후 처방" 사보 동방기획 5월호, p. 2.

리대룡, 이명천, 현대사회와 광고(서울:나남), pp. 112 - 113.

리대룡, 이명천, 박경균, "메시지 제시 방법별로 본 비교광고의 커뮤니케이션 효과 : 하나의 실험연구" 언론연구논집, 제 10 집 (서울:중앙대 신문방송대학원) p. 7.

백승훈(1991), 광고정보, 9월호, p. 40.

최선정(1985), 의약품광고규제와 국민보건, 연합광고, 4월호, p. 12.

<자료>

"방송광고 100대 광고주" 광고정보, 1993. 2. p. 154.

"방송광고 100대 광고주" 광고정보, 1993, 3. p. 126.

"OTC 약 판매에 약국 종업원의 영향" 의약정보, 1984. p. 14.

'에너지 효율 표시'확인하라. 스포츠서울, (1993. 5. 15), p. 10.

"의약품의 대중광고관리" 보건사회부, 1993. 3.

"의학신문 1992연감" pp. 195 - 197.

"한국제약협회 홍보자료" 1993. 4. 19

2. 외국문헌

日本厚生省藥務局監視指導課 監修(1989), "醫藥品·化粧品等廣告の實際" 部外品·用具·食品·表示(東京: 日本), pp. 72 - 74.

Asam, E. H. and L. P. Bucklin(1973), "Nutrition Labeling for Canned Goods ; A Study of Consumer Response", Journal of Marketing, Vol. 37, pp. 32 - 37.

Beltramini, R. F. and K. R. Evans(1985), "Perceived Believability of Research Information in Advertising", Journal of Advertising, Vol. 14, No. 3, pp.18-24, 31.

Bettman, J. R., J. W. Payne and R. Staelin(1986), "Cognitive Conciderations in Designing Effective Labels for Presenting Risk Information", Journal of Public Policy and Marketing, Vol. 5, pp. 1 - 28.

Biehal, G. & D. Chakravarti(1982) "Information Presentation Format and Learning Goals as Determinants of Consumer's Memory Retrieval and Choice Processes", Journal of Consumer Research, Vol. 8, pp. 431 - 441.

Borgida, E. & R. E. Nisbett(1977) "The Differntial Impact of Abstract vs. Concrete Information on Decisions", Journal of Applied Social Psychology 7, Vol. 3, pp. 258 - 271.

Busy, A. J. & R. P. Bush (1986), "Should Advertisers Use Number - Based Copy in Print Advertisements?", Journal of Consumer Marketing, Vol. 3, pp. 71 - 79.

Daly, P. A.(1976), "The Response of Consumers to Nutrition Labeling", The Journal of Consumer Affairs, Vol. 10, pp. 170 - 178.

Ehrlich, H. J.(1968), "Is Intensity a Spurious Variable in Attitude Measurement?", Psychological Reports, Vol. 22, pp. 373 - 374.

Evans, P., Rozelle, R., Lasater, T., Dembroski, T., and Allen, B. (1970), "Fear Arousal, Persuasion and Actual Versus Implied Behavioral Change" , Journal of Personality and Psychology, Vol. 16, pp.220 - 227.

Funkhouser, G. R. (1984), "An Empirical Study of Consumers Sensitivity to the Wording of Affirmative Disclosure Messages", Journal of Public Policy and Marketing, Vol. 3, pp. 26 - 37.

Funkhouser, G. R. & N. MaCcoby(1971), "Communicating Specialized Science Information to a Lay Audience", The Journal of Communication, Vol. 21, pp. 58 - 71.

Keene, Karlyn H. and Victoria A. Sachett(1981), "An Editor's Report on the Yankelovich, Skelly and White 'Mushiness Index'", Public Opinion, April/May, pp. 50 - 51.

Leventhal, Jones, Susan, Trembly and Grevilda(1966), "Sex Differences in Attitude and Behavior Change upon Conditions of Fear and Specific Instructions", Journal of Experimental Social Psychology, Vol. 2, pp. 387 - 389.

McNeill, D. L. and W. L. Wilkie(1979) , "Public Policy and Consumer Information ; Impact of the New Energy Labels", Journal of Consumer Research, Vol. 6, pp. 1-11.

Monroe, A. M. & D. Ehninger(1974), "Principles and Types of Speech Communication", Glenview, IL : Scott, Foresman & Co.

Morris, L. A., M. Ruffner and R. Klimberg(1985), "Warning Disclosures for Prescription Drugs", Journal of Advertising Research, Vol. 25, pp. 25 - 32.

Nourse, R. E. M. & C. D. Anderson(1973), "The Effects of Informative Labelling on a Consumer Durable Purchase", Proceedings of American Marketing Association, T. V. Greer, ed., pp. 278 - 282.

Russo, J. E.(1977), "The Value of Unit Price Information", Journal of Marketing Research, Vol. 14, pp. 193 - 201.

Scammon, D. L. (1977), "Information Load and Consumers", Journal of Consumer Research, Vol. 4, pp. 148 - 155.

Schneider, K. C.(1977), "Prevention of Accidental Poisoning Through Package and Label Design", Journal of Consumer Research, Vol. 4, pp. 67 - 74.

Schuker, R. E., R. C. Stokes, M. L. Stewart, and D. P. Henderson(1983), "The Impact of The Saccharin Warning Label on Sales of Diet Drinks in Supermarkets", Journal of Public Policy and Marketing, Vol. 2, pp. 46 - 56.

Wright, P. (1979) "Concrete Action Plans in TV Messages to Increase Reading of Drug Warnings" Journal of Consumer Research, Vol. 6, pp. 256 - 269.