제1장

1) 본 연구에서는 광고의 내용 및 배경을 포함하여 광범위한 범주하에 민속적 소재와 전통문화, 전통적 생활양식, 전통적 가치 등을 표현하고 있는 광고를 '전통가치지향 광고'로, 서구의 생활양식, 서구풍물, 그리고 서구적 가치를 포현하고 있는 광고를 '서구가치지향 광고'로 칭하기로 하였다.

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

제2장

1) Taylor, Edward B., Primitive Culture, Munray, London, 1981, p.1.

2) Kluckhohn, Clyde, "The Study of Culture", In Daniel Lewer & Harold D. Lasswell(eds.) The Policy Science, Stanford, Stanford, CA., 1951, p.86.

3) Kaynak, E. and L.A. Mitchell, " A Comparative Study of Advertising in Canada, the United Kingdom & Turkey," European Journal of Marketing, 15(1), 1981, pp.1-9.

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

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

6) Ramaprasad, Jyotika and Kazumi Hasegawa, "Creative Strategies in American and Japanese TV Commercials:A Comparison," Journal of Advertising Research, (Jan./Feb., 1992).

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

8)

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

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

11) Zandpour, Fred, "Global Reach and Local Touch:Achieving Cultural Fitness in TV Advertising," Journal of Advertising Research, (Sep., 1994).

12) 강명구, "광고의 문화적 역할에 관한 연구", <광고연구>, 1989년 여름호, 한국방송광고공사, pp.61-91.

13) 김광옥, "전통소재광고의 문화적 특성", <광고연구>, 1990년 여름호, 한국방송광고공사, pp.237-287.

14) 강명구, Op. Cit.

15) 김광옥, Op. Cit.

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

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

18) 최병룡, "문화적 가치에 따른 광고 결정", <광고연구>, 1991년 봄호, 한국방송광고공사, pp.29-48.

19) 한상필, Op. Cit.

20) 구기룡, 나운봉, Op. Cit.

제3장

1) 김태길, 한국인의 가치관 연구, 서울:문음사, 1982.

2) Rokeach, M., The Nature of Human Values, New York, The Free Press, 1973.

3) Wager, A. Kamakura & Jose Afonso Mazzon, "Value Segmentation:A Model for the Measurement of Value & Value System," Journal of Consumer Research, 1991. p.208.

4) Arnold, Mitchell, The American Lifestyles, chap.1, Warner Books, 1983.

5) Martha Farnsworth Riche, "Psychographics for the 1990s," American Demographics, July, 1989, pp.24-26.

6) Richins, Marshal and Scott Dawson, Op. Cit.

7) Fox, Richard Wightman and T. J. Jackson Lears, The Culture of Consumption:Critical Essay in American History, 1880-1980, New York:Pantheon, 1983.

Mukerji, John C., Consumer Behavior, New York:McGraw-Hill, 1990.

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

9) Bredemeier, Harry C. and Jackson Toby, Social Problems in America:Costs and Causalties in an Acquisitive Society, New York:Wiley, 1960.

10) Rassuli, Kathleen and Staley C. Hollander, "Desire-Induced, Innate, Insatiable?," Journal of MacroMarketing, Vol.6. (Fall, 1985), pp.4-24.

11) Heilbroner, Robert L., The Quest for Wealth:A Study of Acquisitive man, New York:Simon & Schuster, 1956.

12) Du Bois, Cora, " The Dominant Value Profile of America Culture," American Anthroplogist, Vol.57(Dec., 1955), pp.1232-1239.

13) Campbell, Donald T., The Romantic Ethic and the Sprit of Mordern Consumerism, New York:Basil Blackwell, 1987.

14) Belk, Russel W., "Three Scales to Measure Constructs Related to Materialism:Reliability Validity, and Relationships to Measure of Happiness." Advances in Consumer Research, Vol. 11, ed. Thmas Kinnear, Provo, UT:Association for Consumer Research, 1984, pp.291-297.

15) Ward, Scott and Daniel Wackman, "Family and Media Influences on Adolescent Learning," American Behavioral Scientist, Vol.14.(Jan.-Feb., 1971), pp.415-427.

16) Compbell, Donald T., Op. Cit.

Heilbroner, Robert L., Op. Cit.

Wachtel, Paul L., The Poverty of Affluence:A Psychological Portrait of the American Way of Life, New York:Free Press, 1983.

17) Richins & Dawson, Op. Cit.

제4장

1) 김원수, 광고학 개론, 서울:경문사, 1976.

2) 최병용, 최신 광고론, 서울, 박영사, 1984, p.554.

3) 오두범, 광고 커뮤니케이션원론, 전예원, 1983, p.471.

4) David A. Aaker and J.G. Myers, Advertising management, NJ:Pretice-Hall, 1982, pp.93-94.

5) 김원수, Op. Cit. p.656.

6) Lutz, R. J., "Affective and Cgnitive Antecedents of Attitude Toward the Ad." Information Processing Pesearch in Ad, Hillsdale, Lawrence Erlbaum, 1983, p.46.

7)Fishbein, M. and I. Ajzen, Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research, California, Addison-Wesley, 1975, p.6.

8) Petty R. E. and J. T. Cacioppo, Attitude and Persuasion:Alassic and Contemporary Approaches, Dubuque, Iowa:William C. Brown, 1981, p.263.

9) Mitchell A. A. and J. C. Olson, "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?", Journal of Marketing Research, Vol.18, No.3, 1981, pp.318-332.

10) Lutz, R. J., Op. Cit., p.47.

11) Fishbein, M. and I. Ajzen, Op. Cit., pp.30-32.

12) Lutz, R. J., S. B. MacKenzie, and G. E. Belch, Op. Cit., pp.537-538.

13) Lutz, R. J. Op. Cit., p.50.

14) Lutz, R. J. et all, Op. Cit., p.538.

15) Aaker, D. A. and D. Norris, "Characteristics of TV Commercials Perceved as Informative," Journal of Advertising Research, Vol. 22, 1982, p.61.

16) Lutz, R. J., Op. Cit., p.53.

17) Lutz, R. J. et all, Op. Cit., p.538.

18) Loc. Cit.

19) Lutz, R. J., Op. Cit., p.54.

20) Webb, P. H. and M. L. Ray, "Effects of TV Clutter," Journal of Advertising Research, Vol.19, No3, 1979, pp.7-12.

21) Shimp, T.A., "Attitude Toward the Ad. as a Medator of Consumer Brand Choice," Journal of Advertising, Vol.10, 1981, pp.9-15.

22) Rossiter, J.R. and L. Percy, "Attitude Change Through Visual Imagery in Ad." Journal of Advertising, Vol.9, No. 2, 1980, p.11.

23) Riel, W. K., "Emotional Product Differenciation by Classical Conditioning," Advances in Consumer Research, Vol.11, 1983, p.539.

24) Staats, K.C. and A.W. Staats, "Meaning Established by Classical Conditioning," Journal of Experimental Psychology, Vol.54, 1957, pp.74-80.

25) Moore, D.L., " The Influence of Affective Reactions to Ad.", Information Processing Research in Ad., ed. R. J. Harris, Hillsdale, Lawrence Erlbaum, 1985, p.65.

26) Moore, D. L. and J. W. Hutchinson, " The Effects os Ad, Affect on Ad. Effectiveness," Advances in Consumer Research, Vol.10, 1982, p.526.

27) Rossiter, J. R. and L. Percy, Op. Cit., 1980, p.10.

28) Rossiter, J. R. and L. Percy, "Visual Imaging Ability as a Mediatio of Ad. Response," Advances in Consumer Research, Vol.5, 1978. p.621.

29) 이두희, Op. Cit.

Schachter, S. and Singer, J.E., " Cognitive, Social, and Psychological Determinants of Emotional States," Psychological Review, Vol.69, 1962, pp.379-399.

Simon, H.A., "Motivational and Emotional Controls on Cognition," Psychological Review, Vol.74, 1967, pp.29-39.

Carder, D.M., "Mood States and Consumer Behavior:A Critcal Review," Journal of Consumer Research, Vol.12, 1985, pp.281-300.

30) Garder, Meryl P., "Does Attitude Toward the Ad Affent Brand Attitude Under a Brand Evaluation Set?", Journal of Marketing Research, Vo;.22, No.2, 1985, p.193.

31) Lutz, R. J. et all, Op. Cit., p.532.

32) MacKenzie, S. B., R. J. Lutz, and G. E. Belch, " The Role of Attitude Toward the Ad. as a Mediator of Advertising Effectiveness:A Test of Competing Explanations," Journal of Marketing Research, Vol.23, No.2, 1986, p.131.

33) Ryan M. J. and E. H. Bonfield, " The Fishbein Extended model and Consumer Behavior," Journal of Consumer Research, Vol.2, No.2, 1975, pp.118-136.

34) MacKenzie et all, Op. Cit., p.132.

35) Edell J. A. and M. C. Burke, " The Moderating of Attitude Toward the Ad on Ad Effectiveness Under different Processing Conditions," Advances in Consumer Research, Vol.11, 1983, p.645.

36) Lutz, R. J. and J. L. Swasy, " Integrating Cognitive Structure and Cognitive Response Approaches to Monitoring Communication Effects," Advances in Consumer Research, Vol.4. 1977, pp.363-371.

37) MacKenzie et all, Op. Cit., p.132.

38) Edell & Burke, Op. Cit., p.645.

39) Loc. Cit.

40) Fishbein, M. and I. Ajzen, Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research, California, Addison-Wesley, 1975.

41) Howard, J. A. and J. N. Sheth, The Theory of Bayer Behavior, New York, John Wiley & Sons, Inc., 1969, p.132.

42) Sheth, J.N., " An Investigation of Relationship and Evaluative Beliefs:Attect, Behavioral Intention and Behavior," in J.U. Farley, J. A. Howard and L. W. Ring, Consymer Behavior ; Boston:Allyn and Bacon, Inc., 1977, p.92.

43) Dulany, D. E., "Awreness, Rules, and Propesitional Control:A Confrontation with S-R Behavior Theory," in T.R. dixon and d.L. Horton, eds, Verbal Behavior and General Behavior Theory, Engelwood cliffs, N. J.:Prentice-Hall, 1968, p.350.

44) Warshaw, P.R., " A New Model for Predicting Behavioral Intentions:An Alternative to Fishbein," Journal of Marketing Research, Vol. 17, May, 1980, pp.153-172.

제5장

1) 한상필, "광고에 나타난 가치관의 수용," <광고연구>, 1994년 가을호, 한국방송공사, pp.38-60.

2) 강명구, Op. Cit.

3) 한상필, "개인주의 문화와 집단주의 문화:한국과 미국광고에 나타난 문화적 차이에 대한 비교연구," <광고연구>, 1990년 겨울호, 한국방송공사 pp.225-251.

4) 주섭종, "소비행동에 있어서 물질주의 성향과 정보탐색 행동에 관한 연구," <광고연구>, 1995년 봄호, 한국방송공사, pp.257-285.