국내문헌

1. 단행본

김병희(1997), 「광고 하나가 세상을 바꾼다」(서울: 황금가지)

김훈순 역(1992), 「텔레비전과 현대비평」(서울: 나남); Robert c. Allen(1987), ed., Channels of Discourse(Chapel Hill & London: The University of North Carolina Press)

김충기·리대룡 역(1983), 「이른바 뉴마케팅의 시대」(서울: 대학문화사); charles Y. Yang(1980), 「ニユ-ケ-ヌテイソク: 전술から사회レペルまての기획화」(동경: タイヤギソド사)

리대룡 역(1994), 「광고와 사회: 광고의 사회적 역할에 관한 고전적 및 현대적 논선」(서울: 나남); Roxanne Hovland & Gary b. Wilcox(1989), eds., Advertising in Society: Classic and Contemporary Readings on Advertising's Role in society (Chicago: NTC Business Books).

______, 이명천(1988), 「현대 사회와 광고」(서울: 나남)

마정미(1997), 「광고, 거짓말쟁이」(서울: 살림)

오택섭 편역(1994), 「설득 이론과 광고」(서울: 나남); Richard Petty & John Cacioppo(1981), Attitudes and Persuation: Classic and Contemporary Approaches (WCB Publishers).

원용진(1997), 「광고 문화 비평」(서울: 한나래)

이용관 역(1991), 「영화 비평의 이해」(서울: 예건사) ; Tim Bywater & Thomas Sochack, Instruction to Film Criticism.

차배근(1985), 「태도변용이론」(서울: 나남)

최창섭(1986), 「방송비평론」(서울: 나남)

2. 논문

김완석(1991), "광고호소유형별 효과와 소비자 특성", 「광고연구」 제12호

______, 권윤숙(1997), "광고 태도가 상표 태도 형성에 영향을 미치는 과정에 대한 상표 친숙도의 영향" 「광고연구」 제 34호

김용준·이정재(1994), "언제 이미지 광고를 할 것인가-전문가 판들을 통한 광고 유형 선택에 관한 연구" 「광고연구」제 22호

김철수(1990) 「광고효과에 있어서 감정반응과 태도의 매개역할」, 고려대학교 대학원 심리학과 박사학위 논문.

김충현(1995), " 프로그램의 상황 및 배경이 광고의 설득력에 미치는 영향" 「광고연구」 제28호.

서범석(1993), "현대적 광고 비평 통한 이론의 체계화, 전문가 양성이 절실" 「한국광고」 창간호.

손병우(1994), 「텔레비전 방송체제의 시청자상과 시청자의 텍스트 반응에 관한 연구-코미디 프로그램의 즐거움 생산의 경우」, 서울대학교 대학원 신문학과 박사학위 논문.

이창우(1989), "광고에서의 감정 반응의 역할-인지과정을 중심으로". 「광고연구」 제 5호.

정경숙(1997), 「광고 종류별 제3자 효과에 관한 연구-상품광고와 공익 광고의 분석을 중심으로」, 연세대학교 대학원 신문방송학과 석사학위 논문.

최창섭·문영숙(1992), "광고 비평에 대한 이론적, 방법론적 접근" 「광고 연구」 제15호.

홍선경(1994), 「텔레비전 비평의 독자적 영역 구축을 위한 연구」, 연세대학교 대학원 신문방송학과 석사학위 논문.

해외문헌

1. 단행본

Allen, Robert C. (1987), ed., Channels of discourse (Chapel Hill & London: The University of North Carolina Press)

Arens, William F.(1996), contemporary Advertising (Chicago: Richard d. Irwin), 6th ed.

Bartra, N. D. (1987), The Hour of Television: Critical Approaches (Metuchen, N. J., & London: Scarecrow Press).

Beardsley, Monroe C. (1958), Aesthetics: Problems in the Philosophy of Criticism (New York: Penguin Books).

Berg, Leah R. Vande & Lawrence A. wenner (1991), Television Criticism (New York & London: Longman).

Berg, arther Asa(1982), Media Analysis Techniques (Beverly Hills: SAGE Publications).

Campbell, Donald T. & Julian c. Stanley(1963), Experimental and Quasi-Experimental Design for Research (Chicago: Rand McNally College Publishing Co.).

Key, Wilson B. (1976), Media Sexploitation (Englewood Cliffs, N. J: Prentice-Hall).

Mast, Gerald & Marshall Cohen(1985), Film Theory and Criticism: Introductory Readings (New York: Oxford University Press).

Moriarty, Sandra E. (1991), Creative Advertising (Englewood Cliffs. N. J.: Prentice-Hall), 2nd ed.

Turner, Graeme(1988), film as social practice (London and N. Y.: Routledge).

Weibacher, William M.(1972), Advertising (New York: Mcmillan).

2. 논문

Allen, Robert c. (1987), "Talking about Television" in Robert C. Allen, ed., Channels of discourse (Chapel Hill & London: The Univ. of North Carolina Press).

Barthes, Roland(1981), "Theory of The Text" in Robert Young, ed., Untying The Text: A Post Structrualist Reader (London: Routledge & Kegan Paul).

Davison, W. P. (1983), "The Third-Person Effect in Communication," Public Opinion Quarterly, Vol. 47(1).

Gardner, D. M. (1985), "Does Attitude toward the AD affect brand attitude under a brand evaluation set?" Journal of Marketing Research, Vol. 22.

_____________(1985), "Mood states and consumer behavior: A critical review," Journal of consumer Research, Vol. 12.

Goldberg, Marvin E. & Gerald J. Gorn(1987), "Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, Vol. 14.

Heider, Fritz(1946), "Attitude and cognitive organization," Journal of Psychology, Vol. 21.

Krugman, H. E. (1983), "Television Program Interest and Commercial Interruption," Journal of Advertising Research, Vol. 23(1).

Lavidge, Robert J. & Gary A. Steiner(1961), "A Model Predictive Measurements of Advertising Effectiveness," Journal of Marketing, Vol. 25.

Lutz, Richard, J. (1985), "Affective and Cognitive Antecedents of Attitude toward the AD: A Conceptual Framework", in Linda F. Alwitt & Andrew A. Mitchell, eds., Psychological Processes and Advertising Effects: Theory, Research and Application (Hillsdale, NJ: Lawrence Erlbaum Associates).

_____________________, Scott B. MacKenzie, and George E. Belch(1983), "Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences," Advances in Consumer Research, Vol. 10.

MacKenzie, Scott B., Richard J. Lutz, and George E. Belch(1986), "The Role of Attitude Toward the Ad as a Meditator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Researhc, Vol. 23.

Messmer, Donald J. (1979), "Repetition and Attitudinal Discrepancy Effects on the Affective Response to Television Advertising," Journal of Business Research, Vol. 7.

Mick, David(1988), "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols and Significance," Journal of Consumer Research, Vol. 15.

Mitchell, A. A. & J. C. Olson(1981), "Are product attribute beliefs the only mediator of advertising effects on brand attitude?" Journal of Marketing Research, Vol. 18.

Newcomb, Horace M. (1994), "Television and the Present Climate of Criticism" in H. M. Newcomb, ed., Television: The Critical View, 5th ed. (N. Y. & Oxford: Oxford Univ. Press).

Osgood, C. E. & P. H. Tannerbaum(1955), "The principle of congruity in the prediction of attitude change," Psychological Review, Vol. 62.

Petty, Richard E. & John T. Cacioppo(1981), "Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context," Advances in Consumer Research, Vol. 8.

Pollay, Richard W. (1986), "The Distorted Mirror: Reflections on the Unintended Consequences of Advertising," Journal of Marketing, Vol. 50.

Ray, M. L. & R. Batra(1983), "Emotion and Persuasion in Advertising: What We Do and Don't Know about Affect" Advances in Consumer Research, Vol. 10.

Sandage, Charles, H. (1972) "Some Institutional Aspects of Advertising" in Roxanne Hovland & Gary b. Wilcox(1989), eds., Advertising in Society: Classic and Contemporary Readings on Advertising's Role in Society (Chicago: NTC Business Books, 1989).

Shimp, T. A. (1981), "Attitudes toward the ad as a mediator of consumer brand choice," Journal of Advertising, Vol. 10.

________________ & J. T. Yocum(1981), "The Influence of Deceptive Advertising on Repeat Purchase Behavior," in K. Bernhardt, ed., The Changing Marketing Environment: New Theories and Applications (Chicago: American Marketing Association).

Webb, Peter H. (1979), "Consumer Initial Processing in a Difficult Media Environment," Journal of Consumer Research, Vol. 6(3).

Wright, J. & M. Mischel(1997), "Influence of Affect on Cognitive Social Learning Person Variables," Journal of Personality and Social Psychology, Vol. 43(5).