[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] TV광고의 패러디 효과에 관한 연구

참고문헌

 

김덕자 (1996), 기억을 활성화시키는 패러디 광고, 광고학연구, 한국광고학회, 제7권 2호.

김상구, 윤여복 역 (1992), 패러디이론, 서울, 문예출판사

양병화, 김성훈 (2002), 광고의 기억효과 측정법에 관한 실험적 연구: 신호탐지의 관점, 광고학연구, 한국광고학회, 제13권 1호.

윤재진 (1996), 패러디광고에 대하여, 서울, 상암기획

이두희 (2002), 광고론, 서울, 박영사

정재훈 (1998), 패러디광고와 저작권 침해, 광고연구, 한국방송광고공사, 98년 여름(제39호).

한국광고학회 (1996), 한국의 광고, 서울, 나남출판

한국광고학회 (1999), 한국의 광고효과조사 무엇이 문제인가?, 서울, 한국광고학회

함봉진, 조경섭 (1998), TOM을 이용한 광고효과측정에 관한 연구, 광고학연구, 한국광고학회, 제9권 4호.

Aaker, D. A., R. Batra. and J. G. Myers (1992), Advertising Management, Englewood. Cliffs, New Jersey: Prentice-Hall.

Holbrook, M. B. and R. Batra (1987), "Assessing the Role of Emotion as Mediators of Consumer Response to Advertising," Journal of Consumer Research, Vol. 14, pp. 404-420.

Howard, J. A., and J. N. Sheth (1969), The Theory of Buyer Behavior, New York : John Wiley.

Fishbein, M. , and I. Ajzen (1975), Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, Reading, Massachusetts: Addison-Wesiey

Greenwald, A. G. (1968), "Cognitive Learning, Cognitive Response to Persuasion and Attitude Change," In A. G. Greenwald, T. B. Brock and T. M. Ostrom (eds.), Psychological Foundations of Attitudes. N. Y.: Academic Press.

Johnson, M. & Spilger, U. (2000).“ Legal Considerations When Using Parodies in Advertising", Journal of Advertising, Vol. 29., No. 4.

Kotler, P. (1980). Principles of Marketing, En-glewood. Cliffs, New Jersey: Prentice-Hall, p.257.

Lucas (1960), The ABC's of the ARF's PARM, Journal of Marketing, 25(1), pp.9-20.

Microsoft Encarta Online Encyclopedia 2000, http://www.encarta.msn.com

Myers, J. G. and F. M. Nicosia, (1968). "Cognitive Structures, Latent Class Models, and the Leverage Index," Paper presented at the Annual Meetings of the American Association for Public Opinion Research, Western Division, Santa Barbara, California, May.

Sheth, J. N. (1974), "A Field Study of Attitude Structure and The Attitude-Behavior Relationship," in Models of Buyer Behavior: Conceptual, Quantitative and Empirical, New York. Harper and Row, pp. 242-268.

Stewart, D., C. Peckmann, S. Ratneshwar, J. St-roud, and B. Bryant (1985), "Methodological and Theoretical Foundations of Advertising Copytesting: A Review," Current Issues and Research in Advertising. Vol. 2., pp.1-74.

Warshaw, P. R. (1980), "Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions," Journal of Marketing, Vol. 17, (Feb.), pp.26-33.

Wells, W. D. (1964), "Recognition, Recall and Ration Scales," Journal of Advertising Research, Vol. 3. (Sep.), pp.2-8.

Wright, P. L. (1973), "The Cognitive processes Mediating Acceptance of Advertising," Journal of Marketing Research, Vol. 10. pp. 53-67.

Zanna, M. P., J. C. Olson. and R. H. Fazio (1980), "Attitude-Behavior Consistency : An Individual Difference Perspective," Journal of Personality and Social Psychology, Vol. 38, pp. 432-440.

다음 페이지로