[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl --> ½Å¹®±¤°í ij¸¯ÅͰ¡ ¼ÒºñÀÚ Åµµ¿¡ ¹ÌÄ¡´Â ¿µÇâ

Âü°í¹®Çå

¥°. ±¹³»¹®Çå


1. ³í¹®

±è¼öÁ¤, ij¸¯ÅÍ»óÀÇ ÇüÅÂÀÎÁö¿¡ °üÇÑ ¿¬±¸, È«ÀÍ´ëÇб³ »ê¾÷¹Ì¼ú´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1997.

±èÀÀÁ¾, ¹®È­»óǰÀ¸·Î¼­ ¸¸È­ ij¸¯ÅÍ¿¡ °üÇÑ ¿¬±¸, È«ÀÍ´ëÇб³ »ê¾÷¹Ì¼ú´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1996.

ÀÌÀºÁÖ, ij¸¯ÅÍ °³¹ß¿¡ À־ÀÇ identity Ç¥Ãâ¿¡ °üÇÑ ¿¬±¸,ÀÌÈ­¿©ÀÚ´ëÇб³ ´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1999.

ÀÓÅÂÀ±, ½Å¹®±¤°í µðÀÚÀÎÀÇ ·¹À̾ƿô¿¡ °üÇÑ ¿¬±¸, °è¸í´ëÇб³ ´ëÇпø ¼®»çÇÐÀ§³í¹®, 1981.

Á¤ÇýÁ¤, ij¸¯ÅÍ »óǰ Àü¹®¸ÅÀåÀÇ °ø°£ ¿¬Ãâ¿¡ °üÇÑ ¿¬±¸-E»çÀÇ Æ¼´Ï À§´Ï¸¦ Áß½ÉÀ¸·Î, ÀÌÈ­¿©ÀÚ´ëÇб³ µðÀÚÀδëÇпø, ¼®»çÇÐÀ§³í¹®, 1999.

Á¶µæ¼ö, ¾Ö´Ï¸ÞÀ̼ÇÀÌ »ý¼ºÇÏ´Â ±âÈ£ÇÐÀû °ü°è¿¡ ´ëÇÑ ¿¬±¸, È«ÀÍ´ëÇб³´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1997.

ÃÖ ¸®, TV ±¤°í¿¡ À־ ij¸¯ÅÍȰ¿ë¿¡ °üÇÑ ¿¬±¸, È«ÀÍ´ëÇб³ ´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1999.

È«¸íÈñ, ¹®È­»ê¾÷¿¡ À־ ij¸¯ÅÍÀÇ ¿ªÇÒ¿¡ °üÇÑ ¿¬±¸, Áß¾Ó´ëÇб³ ¿¹¼ú´ëÇпø, ¼®»çÇÐÀ§³í¹®, 1998.

2. ´ÜÇົ

½Å¼¼°è¹éÈ­Á¡ÃâÆÇºÎÆí,¡¸Çö´ë¼Ò¸Å¾÷°æ¿µÀÌ·Ð(¥°)¡¹, 1989.

°í¿µº¹,¡¸Çö´ë»çȸÇС¹, (¼­¿ï:¹ý¹®»ç), 1984.

±è½ÃÁ¾,¡¸»óǰÇС¹, (¼­¿ï:Çй®»ç), 1991.

µ¿°æ±¤°í¸¶ÄÉÆÃ¿¬±¸È¸,¡¸Ä³¸¯ÅÍ ¸¶ÄÉÆÃÀÇ À̷аú Àü·«¡¹, (¼­¿ï:ÄÉÀÌ¿¡À̵ðµð), 1999.

¹®È­Ã¼À°ºÎÆí,¡¸Ä³¸¯ÅÍ »ê¾÷ÇöȲ°ú ÁøÈï¹æ¾È ¿¬±¸ ¿ë¿ª°á°úº¸°í¼­¡¹, 1997.

¼­¼ºÇÑ,¡¸¼ÒºñÀÚ Çൿ·Ð¡¹, (¼­¿ï:¹Ú¿µ»ç), 1991.

¼Û³«¿õ,¡¸Ä³¸®ÄÚÆ® ¹ðÅ©¡¹, (¼­¿ï:âÁö»ç), 1997.

ÀÌÇнÄ, ¾È±¤°í °øÀú,¡¸¼ÒºñÀÚ Çൿ·Ð¡¹, (¼­¿ï:¹ý¹®»ç), 1994.

ÀÓÁ¾¿ø, ±èÀçÀÏ,È«¼ºÅÂ, ÀÌÀ¯Àç °øÀú,¡¸¼ÒºñÀÚ Çൿ·Ð¡¹, (¼­¿ï:°æ¹®»ç), 1994.

ÃÖº´·æ,¡¸Çѱ¹ÀÇ ±¤°í¡¹, (¼­¿ï:¹Ú¿µ»ç), 1998.

Çѱ¹±¤°íÇÐȸÆí,¡¸Çѱ¹ÀÇ ±¤°í¡¹, (¼­¿ï:³ª³²ÃâÆÇ»ç), 1997.

ÇÑÈñ¿µ,¡¸»óǰÇÐÃѷС¹, (¼­¿ï:»ï¿µ»ç), 1985.

È«¼ºÅÂ,¡¸¼ÒºñÀÚ ½É¸®ÀÇ ÀÌÇØ¡¹, (¼­¿ï:³ª³²), 1992.

3.Á¤±â°£Ç๰ ¹× ±âŸÀÚ·á

LG Ad ÆíÁýºÎÆí, ±¹³» ij¸¯ÅÍ»ê¾÷ÀÇ ÇöȲ ¹× Àü¸Á,¡¸ LG Ad Zine¡¹, 1998.7-8¿ùÈ£.

±è±¤ÀÏ, ij¸¯Å͸¦ ÀÌ¿ëÇÑ »óǰ±¤°íÀü·«,¡¸±¤°í¿¬±¸¡¹ 26, 1995 º½È£.

±è±¤ÀÏ, ij¸¯ÅÍ»ê¾÷, ij¸¯Å͸¶ÄÉÆÃ,¡¸±¤°íÁ¤º¸¡¹, 1995.11.

ÔÔà¤êªÑõÀú, À±ÁøÈ£ ¿ª, ±â¾÷°ú µðÀÚÀνýºÅÛ 2,¡¸¿À¸®ÄÞ±¤°í½Å¼­¡¹, 1984.

¸®´ë·æ, À̸íõ, Á¶ÀçÇö, ¼ÒºñÀÚÀÇ Åµµº¯¿ë¿¡ ´ëÇÑ ±¤°íÁÖÀåÀÇ ¾ç(°¹¼ö)°ú ÁúÀÇ ¿ªÇÒ,¡¸±¤°í¿¬±¸¡¹, 1990º½È£.

¹ÚÁ¾¸¸, »çÀ̹öij¸¯ÅÍ »ê¾÷ÀÇ ÇöȲ,¡¸DESIGNNET¡¹, 1999.4¿ùÈ£.

ÀÌÇнÄ, ±¤°í³ëÃâ¿¡ ÀÇÇÑ ¼ÒºñÀÚÀÇ ÅµµÇü¼º,¡¸±¤°í¿¬±¸¡¹, 1992°¡À»È£.

ÀüÁß¿Á,À¯Ã¢Á¶ °øÀú, ±¤°í Ä¿¹Â´ÏÄÉÀÌ¼Ç »óȲÀÌ ±¤°í±â¾ï¿¡ ¹ÌÄ¡´Â ¿µÇâ¿¡ °üÇÑ ¿¬±¸,¡¸±¤°í¿¬±¸¡¹, 1994°Ü¿ïÈ£.

Á¦Àϱâȹ»çº¸ ÆíÁýºÎÆí, ±¤°í¿Í ¾Ö´Ï¸ÞÀ̼ÇÀÇ ¿î¸íÀû ¸¸³²,¡¸Á¦Àϱâȹ»çº¸¡¹, 1998.3.

Á¶¼±ÀϺ¸, ij¸¯ÅÍ ½Ã´ë Æ¢´Â °³¼ºÀ» ½ÂºÎÇÑ´Ù, 1999³â11¿ù3ÀÏ.

¥±. ±¹¿Ü¹®Çå

Bell, E., Haas,L.&Sells, L.,From Mouse To Mermaid, Indiana University Press, 1995.

David L.London & Albert J.Della Bitta, "Consumer Be havior:Concept and Applications", 2nd ed., New York:Mc Graw-Hall, 1984.

Fishbein, M.& Ajzen, I.Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research, Reading, Mass.:Addison-Wesley, 1975.

Gardner, D.M.,Does attitude toward the A Daffect brand attitude under a brand evaluation set?, Journal of Marketing Reseach, 22, 1985.

Henry Assael, "Consumer Behavior and Marketing Action", 2nd ed., Boston Mass, Kent Publishing Company, 1984.

James.F.Engel & Roger.D.Blackwell, Consumer Behavior, The dryden press, 1982.

Jerome E.Mc Carthy, "Basic Marketing", 4th ed., Honewood, Illinois, Richard D.Irwin, 1971.

John, M.,Characte Trademarks, San Francisco:Chronicle Books, 1990.

Joseph F.Hair, Jr.Rolph E.Anderson Ronald L.Tatham Willam C.Black, Multivariate Data Analysis with Reading, Fourth Edition, 1995.

Leon G.Schiffman & Leslie L.Kanuk, Consumer Behavior, Englewood Cliffs, N.J.prenticehall, Inc., 1978.

Lutz, R.J., Affective and cognitive antecedents of attitude toward the Ad:A coneptual framework, In L.F.Alwitt, & A.A.

Mitchell (Eds.), Psychological Processes and Advertising Effects:Theory, Research, and Application, Hillsdale, N.J.:Lawrence Erlbaum Associate Inc., 1985.

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

Philip Kotler, Marketing Management:Analysis, Planning and Control", 4th Ed., Prentice-Hall, Inc., 1985.

Philip Kotler,¡¸Marketing Essentials¡¹, Prentice-Hall, Inc., 1984.

Shimp, T.A., Attitude toward the Ad as a mediator of consumer brand choice, Journal of Advertising, 1981.

Vanderbilt, T.,Wonderful World of Disney:Mickey Goes to Town, NewYork:Nation, 1995.

Burnkart Robert E.and Alan G.Sawyer, "Effect of Involvement and Message Content on Information-Processing Intensity", in Information Processing Researchin Advertising, Richard Harris, ed., Hillsdale, NJ:Lawrence Erlbaum Associates, 1983.

Cacioppo, J.T.&R.E.Petty, "Effects of Message Repetition and Position on Cognitive Responses, Recall and Persuation", Journal of Personality and Social Psychology, 37, 1979.

Chaiken,S.&A.H.Eagly, "Communication Modality as a Determinant of Massa Persuasiveness and Massage Comprehensibility", Journal of Personality and Social Psychology, 34, 1976.

Joel Cohen, "Involvement:Separating The Stat From Its Causes and Effect", Unpublished Paper, University of Florida, 1982.

Joel Cohen, "Involvement and You:1000 great Idears", Advances in Consumer Research 10, 1983.

Krugman H.E., "The Impact of Television Advertising:Learning Without Involvement", Public Opinion Quarterly, Vol.29. 1965.

Lichtenstein, Meryl and Thomas K.Srull, "Conceptual and Methodological Issues in Examining the Relationship Between Consumer Memory and Judgment", indeited by Linda F.Andrew A.Mitchell, Psychological Processes and Advertising Effects, 1985.

Petty, R.E&J.T, Cacippo, Attitude and Persuation:Classic and Contemporary Apporoaches, Dubuque, IA:Wm.C Brown Co.1981.

Petty, R.E&J.T, Cacippo, Communication and peruasion Classic and Conemporary Approaches, Dubuque, IA:Wm C.Brown Co., 1986.

Petty, R.E.Wells&T.C.Brock, "Distraction Can Enhance or Reduse Yielding to Propaganda:Through Disruption Versus Effect Justification", Journal of Personality and Social Psychology, 34, 1976.

Ray, Michael L.,Alan G.Reed, "Marketing Communication and the Hierarchy of Effects", in New Model for Mass Communication Research, Vol.2, P.Charke, ed., Beverly Hills, CA:Sage Publication, 1973.

Richard E.Petty&John T.Cacioppo, Attitude and Persussion:Central and Peripheral Route to Attitude Change,New York:Springer-verlag, 1986.

Zaichowsky J.Lynne, "Measuring the Involvement Consumer Research 12, 1985.

Zajonc, Robert B., "Attitudinal Effects of Mere Exposure", Journal of Personality and Social Psychology Monography Supplement, 9(2,part2), 1968.

´ÙÀ½ ÆäÀÌÁö·Î