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°­¿¬¼± ¿Ü, ¡º¼¼°èöÇдë»çÀü¡», ¼­¿ï: ±³À°ÃâÆÇ°ø»ç, 1992.

±è¿µ¼®, ¡º»çȸÁ¶»ç¹æ¹ý·Ð¡», ¼­¿ï: ³ª³², 1999.

µ¥ºñµå ¸¶Æ¾¡¤ÃÖ¿µÁÖ ¿ª, ¡º½ÇÇè½É¸®ÇС», ¼­¿ï: ¼º¿ø»ç, 1988.

¼­¹ü¼®, ¡º±¤°í±âȹ·Ð¡», ¼­¿ï: ³ª³², 1998.

¼Û¿ë¼·¡¤±èÇü¼ø, ¡ºNew ¸¶ÄÉÆÃ¡», ¼­¿ï: ¿µ¹®»ç, 1998.

______¡¤¸®´ë¿ë, ¡ºÇö´ë±¤°í·Ð¡», ¼­¿ï: ¹«¿ª°æ¿µ»ç, 1985.

À̰­¿ø¡¤¹Ú¿ø±â, ¡º±¤°íÈ¿°ú¿Í ¸Åü±âȹ °è·®Àû Á¢±Ù¡», ¼­¿ï: ¿¤Áö¾Öµå, 1995.

À̵ÎÈñ, ¡º±¤°í·Ð¡», ¼­¿ï: ¹Ú¿µ»ç, 1998.

ÀÌÇнġ¤¾È±¤È£¡¤ÇÏ¿µ¿ø, ¡º¼ÒºñÀÚÇൿ¡», ¼­¿ï: ¹ý¹®»ç, 1999.

ÀÌâ¿ì¡¤±è»ó±â¡¤°û¿ø¼·, ¡º±¤°í½É¸®ÇС», ¼­¿ï: ¼ºÈ­»ç, 1989.

ÆäƼ/Ä«½Ã¿ÀÆ÷¡¤¿ÀÅü· ¿ª, ¡º¼³µæÀ̷аú ±¤°í¡», ¼­¿ï: ³ª³², 1997.

Â÷¹è±Ù, ¡º¼³µæÄ¿¹Â´ÏÄÉÀÌ¼Ç À̷С», ¼­¿ï: ¼­¿ï´ëÇб³ÃâÆÇºÎ, 1989.

_____, ¡ºÅµµº¯¿ëÀ̷С», ¼­¿ï: ³ª³², 1992.

Ÿ³ªÄ« È÷·Î½Ã¡¤±è¼º¿ø ¿Å±è, ¡º½Å±¤°í½É¸®¡», ¼­¿ï: ¿¤Áö¾Öµå, 1993.

È«´ë½Ä ¿ª, ¡º½É¸®ÇÐ °³·Ð¡», ¼­¿ï: ¹Ú¿µ»ç, 1991.

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±ÇÀÍÇö¡¤È«Àç¿í, "±¤°í°¡ ¸ÅÃâ¿¡ ¹ÌÄ¡´Â È¿°ú ÃøÁ¤ ¹× »ç·Ê", Çѱ¹¹æ¼Û±¤°í°ø»ç, ¡º±¤°íÁ¤º¸¡», Á¦ 209È£, 1998³â 8¿ù.

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ÀÌÈ­ÀÚ¡¤±èÅÂÈ£, "±¤°íÀÇ ´ë»ó°ú Á¦Ç°°ü¿©µµ¿¡ µû¸¥ À¯¸Ó¼Ò±¸±¤°íÀÇ È°¿ë¿¡ °üÇÑ ¿¬±¸", Çѱ¹¹æ¼Û±¤°í°ø»ç ¡º±¤°í¿¬±¸¡», Á¦ 39È£, 1998³â ¿©¸§.

¼­¹ü¼®, "1997³â ±¹³» ¹× ¼¼°è ±¤°í°è °á»ê", Á¦Àϱâȹ, ¡ºCheil Communication¡», 1998.

¿À¸®ÄÞ, "1988³â Å©¸®¿¡ÀÌÆ¼ºê Ű¿öµå: Çö½ÇµµÇÇ¿Í Çö½ÇÁ÷½ÃÀÇ °¥¸²±æ", http://www.oricom.co.kr/insight04/keyword1.html.

ÀÌö, "TV À¯¸Ó±¤°í¿¡ ´ëÇÑ ºñ±³¹®È­Àû ¿¬±¸", Çѱ¹¹æ¼Û±¤°í°ø»ç, ¡º±¤°í¿¬±¸¡», Á¦ 15È£, 1992 ¿©¸§.

±è¿µ¼÷, "ÀâÁö±¤°í¿¡ À־ À¯¸ÓÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸", ¼®»çÇÐÀ§³í¹®, ÀÌÈ­¿©´ëÇпø, ½Å¹®¹æ¼ÛÇаú, ¼®»çÇÐÀ§³í¹®, 1985.

±è¿ëȯ, "±¤°í¿¡ À־ À¯¸Ó¼Ò±¸ÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸", ¼®»çÇÐÀ§³í¹®, ¿¬¼¼´ëÇпø, °æ¿µÇаú, 1992.

·ÎÁø³², "¼ö¿ëÀÚ °ü¿©°¡ ±¤°í ÀÎÁö¿Í ŵµ Çü¼º¿¡ ¹ÌÄ¡´Â ¿µÇâ", ¼®»çÇÐÀ§³í¹®, ¼­°­´ëÇпø, ½Å¹®¹æ¼ÛÇаú, 1993.

Á¶¿ìö, "ÀÎÁö¿å±¸¿Í °ü¿©¼öÁØ, ±×¸®°í ¸Þ½ÃÁö À¯ÇüÀÌ ¼³µæ¿¡ ¹ÌÄ¡´Â ¿µÇâ," ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇпø, ½É¸®Çаú, 1996.

ÀÌ´öÈñ, "À¯¸Ó¼Ò±¸ ±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç È¿°ú", ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇпø, ½Å¹®¹æ¼ÛÇаú, 1992.

ÀÌÁ¤È¯, "°ü¿©»óȲÀÇ ¼öÁذú ÇüÅ¿¡ µû¸¥ ±¤°í¸Þ½ÃÁöÀÇ ±¤°íÈ¿°ú¿¡ °üÇÑ ¿¬±¸", ¼®»çÇÐÀ§³í¹®, ¿¬¼¼´ëÇпø °æ¿µÇаú, 1998.

ÀÌźÀ, À¯¸Ó±¤°íÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§³í¹®, °­¿ø´ëÇпø °æ¿µÇаú, 1996.

À¯ÀÎÁ¾, "±¤°íÁÖÀåÀÇ °­µµ¿¡ µû¸¥ À¯¸Ó±¤°íÀÇ È¿°ú", ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇпø, ½Å¹®¹æ¼ÛÇаú, 1996.

Àå°æ¼÷, "ÀÎÁö¿å±¸¿¡ µû¸¥ À¯¸Ó±¤°í È¿°ú ºÐ¼®", ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇпø ½Å¹®¹æ¼ÛÇаú, 1997.


¥±. ¿Ü±¹ÀÚ·á

1. ¿Ü±¹´ÜÇົ

Bettinaus, Erwin P. and Michael J. Cody, Persuasion Communication, 4th ed., Holt, Reinhart and Winston, Inc. 1987.

Belch, George E. and Michael A. Belch, Advertising & Promotion: integrated marketing communications perspective, 3rd ed., Chicago: IRWIN, 1995.

Petty, Richard E. and John T. Caccioppo, Attitude and Persuasion: Classic and Contemporary Approaches, Iowa: WCB, 1981.

_______________, Thomas M. Ostrom and Timothy C. Brock, Cognitive Responses in Persuasion, New Jersey: Lawrence Erlbaum Associates, 1981.

Perloff, Richard M., The Dynamics of Persuasion, New Jersey: Lawrence Erlbaum Associates, 1993.

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Reardon, Kathleen Kelly., Persuasion in Practice, California: SAGE, 1991.

Schultz, Don E., Strtegic Advertising Campaigns, 3rd ed., IL: NTC Business Press, 1991.

Stiff, James B., Persuasive Communication, New York: The Guilford Press, 1994.

2. ¿Ü±¹¿¬±¸³í¹®

Alden, Dana L., Wayne D. Hoyer, & Chol Lee, "Identifying Global and Culture Specific Dimensions of Humor in Advertising: A Multinational Analysis," Journal of Marketing vol.57(2), 1993.

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Brooker, George, "A Comparison of the Persuasive Effects of Mild Humor and Mild Fear Appeals," Journal of Advertising, Vol.10(4), 1981.

Cantor, Joanne. and Pat Crompton, "The Effect of Humor on Recall of a Radio Advertisement," Journal of Broadcasting, Vol.24(1), 1980.

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______________________________________, "Humor in U.S vs U.K. TV Advertising," Journal of Advertising, Vol.18(2), 1989.

_____________________, Charle S. Gulas, "The Impact of Humor in Advertising: A Review," Journal of Advertising, Vol.21(4), 1992.

_____________________, Lealand Campbell, "The Use and Impact of Humor in Radio Advertising," Journal of Advertising Research, Vol.31(Nov/Dec), 1991.

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