1. 국내 문헌

(1) 구기룡, 나운봉, "TV광고의 문화적 표현에 대한 소비자의 의견 조사", <광고연구>, 1993년 겨울호, 한국방송광고공사, pp. 245-284.

(2) 김광옥, "전통소재광고의 문화적 특성", <광고연구>, 1990년 여름호, 한국방송광고공사, pp.237-289

(3) 김염제, 다국적 광고론, 서울:나남, 1986.

(4) 김원수, 광고학 개론, 서울:경문사, 1976.

(5) 주섭종, "소비행동에 있어서 물질주의 성향과 정보탐색 행동의 관계에 관한 연구", <광고연구>, 1995년 봄호, 한국방송광고공사, pp. 257-285

(6) 한상필, "개인주의 문화와 집단주의 문화", <광고연구>, 1990년 겨울호, 한국방송광고공사, pp.225-251.

(7) 한상필, "광고에 나타난 가치관의 수용", <광고연구>, 1994년 가을호, 한국방송광고공사, pp.37-60

2. 외국문헌

(8) Benedetto, Anthony C., "Developing Creative Advertising Strategy for the Japaness Markerplace." Journal of Advertising Research, (Jan./Feb.) 1992.

(9) Burton, Jack. "Buy any Other Name? Not in Japanese" Advertising Age, February 7, 1983.

(10) Cuthler, Bob D. and Rajsekhar G. Javalgi, " Cross-cultural Analysis of the Visual Compoments of Print Advertising", Journal of Advertising Research, (Jan./Feb.) 1992, pp. 71-80

(11) Etgar, Michael & Stephen A. Goodwin, "One-sided Versus Two-sided Comparative Message Appeals for New Brand Instroduction", Journal of Consumer Research, vol 8, Mar. 1982, pp.460-465.

(12) Hong, J., Muderrisoglu, & Zinkhan, "Cultural Differences & Advertising Expression:A Comparative Content Analysis of Japanese & U.S. Magazine Advertising", Journal of Advertising, 16(1), pp.55-62, 1987.

(13) Jain, Subhash C. International Marketing Management, 2nd ed. Boston:Kent, 1987.

(14) Jameson, Sam. " In Japan, Change is Superficial." The Los Angeles Times, March 4, 1984.

(15) Kanso, Ali. "International Advertising Strategies:Global Commitment to Local Vision", Journal of Advertising Research, (Jan./Fab.) 1992.

(16) Kishli, Tamotsu, "Message VS. Mood:A Look at Some of the Differences between Japanese and Western Television Commercials", Dentsu Japan Marketing/Advertisiong Yearbook, Tokyo:Dentsu, 1988.

(17) Lynch, Mitchell. "Harvard's Levitt Called Glibal Marketing Guru.", Advertisiong Age, June 25, 1984.

(18) Mueller, Barbara. "Standardization VS. Specialization:An Examination of Westernization in Japanese Advertising", Journal of Advertising Research, (Jan./Feb.) 1992.

(19) Richins, Marshal & Scott Dawson, "A consumer Values Orientation for Materialism & Its Measurement:Scale Development & Validation", Journal of Consumer Research, Vol. 19(Dec.), pp.303-316, 1992.

(20) Runyon, Kennith and David W. Stewart, Consumer Behavior 3rd. Merril Publishing Co., 1987.