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±Ã°æ¹Î, À¯¸Ó¼Ò±¸ÀÇ ¼³µæÈ¿°ú¿¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§³í¹®, ¿¬¼¼´ëÇб³ ´ëÇпø, 1999.

±è¿äÇÑ, À¯¸Ó±¤°íÀÇ Á¦Ç° À¯Çüº° È¿°ú, ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇб³ ´ëÇпø, 1997.

±èÀ翵, ±¤°í¿¡ ´ëÇÑ ÅµµÀÇ µî°£°£°Ýôµµ Á¶ÀÛÈ­¿Í °ü¿©¼öÁØ¿¡ µû¸¥ AadÀÇ Áß°³¿ªÇÒ, ¹Ú»çÇÐÀ§³í¹®, Áß¾Ó´ëÇб³ ´ëÇпø, 1995.

¸®´ë·æ, ºñ±³±¤°íÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸, ¹Ú»çÇÐÀ§³í¹®, ÇѾç´ëÇб³ ´ëÇпø, 1988.

¸®´ë·æ, ºñ±³±¤°í È¿°ú ¿¬±¸ÀÇ ¹æ¹ý·ÐÀû ÀïÁ¡-»óȲÀû È¿°ú¿¡ °ü·ÃµÈ ¹®ÇåÀû °íÂû, ±¤°í¿¬±¸ Á¦2È£(º½), 1989.

¹ÚÂù¿µ, ºñ±³±¤°íÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§ ³í¹®, ¼­¿ï´ëÇб³ ´ëÇпø, 1986.

¼­¹ü¼®, ±¤°í±âȹ·Ð, ¼­¿ï, ³ª³²ÃâÆÇ»ç, 1993.

½É¿µÃ¶, ºñ±³±¤°í¿¡ ´ëÇÑ °íÂû, È¿°úÀÇ ±â´É¼ºÀ» Áß½ÉÀ¸·Î ¼®»çÇÐÀ§ ³í¹®, Áß¾Ó´ëÇб³ ´ëÇпø, 1987.

ÀÌâ¿ì, ±è»ó±â, °û¿Ï¼·, ±¤°í½É¸®ÇÐ, ¼­¿ï, ¼ºÈ­»ç, 1989.

À̽ÂÈñ, ºñ±³±¤°íÀÇ À¯È¿¼º ¿©ºÎ¿¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§ ³í¹®, ¼º±Õ°ü´ëÇб³ ´ëÇпø, 1987.

ÀÌÇü±¸, À¯¸Ó±¤°í¿¡ ´ëÇÑ ±¤°í½Ç¹«ÀÚ ÀνĿ¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§ ³í¹®, ¼­°­´ëÇб³ ¾ð·Ð´ëÇпø, 1999.

ÀÌ´öÈñ, À¯¸Ó¼Ò±¸ ±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç È¿°ú, ¼®»çÇÐÀ§³í¹®, Áß¾Ó´ëÇб³ ´ëÇпø, 1992.

Á¶Ã¢È¯, "À¯¸Ó±¤°í µÑ·¯½Ñ È¿°úºÐ¼® Ȱ¹ß", ±¤°íÁ¤º¸(8¿ùÈ£), 1998.

ÂûÁî Y.¾ç, ±èÃæ±â/¸®´ë·æ ¿ª, ´º ¸¶ÄÉÆÃ·Ð, ¼­¿ï: ³ª³² ÃâÆÇ»ç, 1988.

ÃÖº´¿ë, Ãֽű¤°í·Ð, ¼­¿ï, ¹Ú¿µ»ç, 1984.

ÃÖÈ£±Ô, ºñ±³±¤°í¸¦ ÅëÇÑ º¯È­ÀÇ ±¸Á¶Àû °ü°è¿¡ °üÇÑ ¿¬±¸, ±¤°í¿¬±¸ Á¦28È£(°¡À»), 1995.

ÃÖµ¿È£, ÀÌ»óºó, ¸®´ë·æ, À¯¸Ó±¤°íÀÇ È¿°ú¿¡ °üÇÑ ½ÇÁõÀû ¿¬±¸, ±¤°í¹®È­·ÐÁý Á¦4±Ç, 1999

ÇÑâÈñ, "À¯¸Ó±¤°íÀÇ È¿°ú¼º¿¡ °üÇÑ ¿¬±¸", ¼®»çÇÐÀ§³í¹®, °í·Á´ëÇб³ ´ëÇпø, 1998. ±¤°íÀü·«¿¬±¸¼Ò, ±¤°í´ë»çÀü, ¼­¿ï, ³ª³²ÃâÆÇ»ç, 1986

2. ±¹¿Ü¹®Çå

Aaker, David A. and Myers, John G., ¡¸Advertising Management¡¹,(2nd. ed. rev), New York: Prentice-Hall, 1982, p.397.

Brooker, G. W., "A Comprehension of the Persuasive Effect of Mild Humor and Fear Appeals", ¡¸Journal of Advertising¡¹,Vol.10(No.14), 1981, pp. 29-40.

Cantor, J. and Pat Venus, "The Effects of Humor on Recall of A Radio Advertising", , Vol. 24(Winter, 1980), pp. 13-22.

Hefzallah, Ibrahim M. and Maloney, W. Paul, "Are There Only Six Kinds of TV Commercial?", ¡¸Journal of Advertising Research¡¹, Vol.18 (No.4), 1979, p.59.

Kelly, P. and P. Solomon, "Humor in TV Advertising", ¡¸Journal of Advertising¡¹, Vol.4 (No.3), 1975, pp.33-55.

Lammers, H. Bruce, Leibowitz., George E. Seymour, and Judith E. Hennessey, "Humor and Cognitive Response to Advertising Stimuli: A Trace Consolidation Approach", ¡¸Journal of Business Research¡¹,Vol.11, pp.173-185.

Levine Philip, "Commercials That Name Competing Brands", ¡¸Journal of Advertising Research¡¹, Vol.16(Dec), 1976, pp.7-14.

Lynch M. p. and R. C. Hartman, "Dimensions of humor in Advertising", ¡¸Journal of Advertising Research¡¹, Vol.8, No.6, 1968, pp.39-45.

Madden, Thomas J. and Marc G. Weinberger, "Humor in Advertising: A Practitional View",¡¸Journal of Advertising¡¹, Vol.14(No.2), 1985, pp.23-28.

Madden, Thomas J. and Marc G. Weinberger, "The Effacts of Humor on Attention in Magazine Advertising", ¡¸Journal of Advertising¡¹,Vol.11(No.3),1982, pp.8-14.

Shimp Terence A. and David C. Dyer, "The Effect of Comparative Advertising Mediated by Market Position of Sponsoring Brand", ¡¸Journal of Advertising¡¹, Vol.3(Summer), 1978, pp.13-19.

Weinberger, M. G. and Charles S. Gulas, "The Impact of Humor in Advertising: A Review",¡¸Journal of Advertising¡¹, Vol.21(No.4), 1992, p.38.

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