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20 ,,,, (), pp. ~., TV (PPL) -,,, (), pp. ~., TV PPL, :.,, (), pp. ~., PPL,,, (), pp. ~., ( - ) PPL,,, (), pp. ~., (PPL) : PPL,,, (), pp. ~.,..., TV PPL,,, (), pp. ~.,,,,,, (), pp. ~.,,,.,... LG,... Babin, L. A. and Carder, S. T. Viewers recognition of brands placed within a film, International Journal of Advertising, Vol., (), pp. ~. Balasubramanian, S. K. Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues, Journal of Advertising, Vol., No., (), pp. ~. Baker, H. L. and Crawford, H. A. Product placement, unpublished working paper, Department of marketing, University of Strathclyde, Glasgow, Scotland.. Chung, S. W. and Szymanski, K. Effects of brand name exposure on brand choices: An implicit memory perspective, Advances in Consumer Research, Vol., (), pp. ~. d'astous, A. and Chartier, F. A Study of Factor Affecting Consumer Evaluations and Memory of Product Placement in Movies, Journal of Current Issues and

21 Research in Advertising, Vol., No., (), pp. ~. d'astous, A and Seguin, N. Consumer Reaction to PPL Strategies in TV sponsorship, European Journal of Marketing, Vol., No. /, (), pp. ~. DeLorme, D. E. and Reid, L. N. Moviegoers experiences and interpretation of brand in films revisited, Journal of Advertising, Vol., (), pp. ~. Gupta, P. B. and Lord, K. R. Product placement in movies: The effect of prominence and mode on audience recall, Journal of Current Issues and Research in Advertising, Vol., No., (), pp. ~. Gupta, P. B., Balasubramanian, S. K. and Klassen, M, L. Viewer s Evaluations of Product Placement in Movies: Public Policy and Managerial Implication, Journal of Current Issues and Research in Advertising, Vol., No., (), pp. ~. Hall, E. Young consumers receptive to movie product placement, Advertising Age, Vol., No., (). Holbrook, M. B. and O Shaughnessy, J. The Role of Emotion in Advertising, Psychology and Marketing, (Summer), (), pp. ~. Karrh, J. A. Effects of brand placement in feature films: The practitioners view, in The Proceedings of the, Conference of the American Academy of Advertising, (), pp. ~. Karrh, J. A. Brand placement: A review, Journal of Current Issues and Research in Advertising, No., (), pp. ~. Karrh, J. A, McKee, K. B. and Pardun, C. J. Practitioners Evolving Views on Product Placement Effectiveness, Journal of advertising research, Vol., No., (), pp. ~. Lavidge, R. J. and Steiner, G. A. A Model for Predictive Measurement of Advertising Effectiveness, Journal of Marketing, Vol., (), pp. ~. Lord, K. R. and Putrevu, S. Advertising and publicity: An Information Processing Perspective, Journal of Economic Psychology, Vol., (), pp. ~. Nebenzahl, I. D. and Secunda, E. Consumer Attitudes Toward Product Placement in Movies, International Journal of Advertising, Vol., (), pp. ~. Nelson, M. R. Recall of Brand Placements in Computer/Video Games, Journal of Advertising Research, (March/April), (), pp. ~. Ong, B. S. and Meir, D. Should product placement in movies be banned? Journal of Promotion Management, Vol., No. /, (), pp. ~. Petty, R. E. and Cacioppo. J. T. Central and Peripheral Routes to Advertising

22 Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research. Vol., (), pp. ~. Richard, M. A Review and Investigation into the Effectiveness of Product Placement in Films, in The Proceedings of the, Conference of the American Academy of Advertising, (), pp. ~. Russell, C. A. Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer Research, (December), (), pp. ~. Sabherwal, S., Pokrywczynski, J. and Griffin, R. Brand recall for product placements in motion pictures: A memory-based perspective, paper presented to the conference of the association for education in journalism and mass communication. (). Schacter, D. L. Implicit memory: history and current status, Journal of Experimental Psychology: Learning, Memory and Cognition, Vol., (), pp. ~. Steortz, E. The cost efficiency and communication effects associated with brand name exposure within motion pictures, master s thesis, West Virginia University. (). Tulving, E. and Schacter, D. L. Priming and human memory systems, Science, Vol., (), pp. ~. Williamsen, D., Johnson, H. and Ericksen, C. Some characteristics of posthypnotic amnesia, Journal of Abnormal Psychology, Vol., (), pp. ~. Yang, M. The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior, Journal of Communication, Vol., No., (), pp. ~. Zajonc, R. B. and Markus, H. Affective and cognitive factors in preferences, Journal of Consumer Research, Vol., (), pp. ~.

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<C1F6BFAAB0FCB1A4BFA120B4EBC7D120545620B0A3C1A2B1A4B0ED28B9DABBF3B0EF292E687770> 연구책임 박 상 곤 서 문 최근 국민소득 증가, 주5일 근무제 정착 등으로 인한 여가에 대한 국민적 관심이 여행관련 TV프로그램 제작으로 이어지고 있습니다. 이에 따라 관광 산업 혹은 지역관광에 있어 간접광고에 대한 산업적 정책적 중요성과 관심 도가 증가하고 있습니다. 그러나 그간 관광분야에서의 간접광고에 대한 많은 현장 및 학술적 논의들이 있었음에도 불구하고,