출처: 한국방송광고공사 - 광고연구
각주
1) 김원수, 「광고학 개론」(경문사, 1988), 서문.
2) 김원수, 상게서, p. 4.
3) Kenneth Bailey, Methods of Social Research, (2nd Ed), (New York : The Free Press. 1980), p. 70.
4) Walter Dill Scott, The Theory of Advertising : A Simple Exposition of the Principles of Pscyhology in their Relation co Successful Advertising, in Henry Assall & Samuel Craig(eds), The History of Advertising Series, (New York & London ; Garland Publishing, Inc. 1985)
5) 한정호, "미국광고학의 동향의 흐름", 「광고연구」 3(1989), pp.168-169.
6) Darrell Blaine Lucas & Stewart Henderson Britt, Messuring Advertising Effectiveness, (New York & London : Garland Publishing, Inc. 1985), pp. 16-17.
7) Richard Lutz, "The Role of Attitude Theory in Marketing", in Harold Kassar jion & Thomas Robertson(ed), Perspective in Consumer Behavior(Illinois : Foresman and Company. 1981), pp. 233-236.
8) Ronald Berman, Advertising and social Change, The SAGE Comm Text Series, Vol. 8(Beverly Hills : SAGE Publications. 1981), p. 21.
9) 김윤수 역, 「호모루덴스」(서울 : 까치글방, 1981), p. 275.
Johan Huizinga. Homo Ludens, a Study of the Play element in Culture.
10) 상게서.
11) William Stephenson, Play Theory of Mass Communication, (The University of Chicago Press. 1967), p. 2, 46.
1?) Wilbur Schramm and William Porter, Men, Women, Message, and Media, (New York, Harper & Row, 1982), p. 24.
13) William Stephenson, 전게서, p. 2, 46.
14) William Stephenson, 전게서. p. 41.
15) 이상노, 이관용 공역, 「성격의 이론」(서울 : 중앙적성출판부, 1980), pp. 32-49.
16) Christopher Monte, Beneath the Mask (New York : Halt, Rinchant and Winston, 1980), p. 562.
17) Stephenson, 전게서, pp. 34-35.
18) Harvard Business School의 Stephen Greyer가 AEFC(광고교육 재단)이 심포지움에서 발표한 "Understanding The Social Impacts of Advertising"에서 발췌.
19) Q methodology에 대한 본격적인 논의는 William Stephenson, The Study of Behavior(Chicago : The university of Chicago Press, 1955)에서 이뤄지기 시작함.
20) Charles Peirce, The Philosophy of Peirce's : Selected Writings, (New York : Dover Pub. Inc, 1935).