| 期刊論文| 1. | Callcott, Margaret F.、Lee, Wei-Na(1995)。Establishing the spokes-character in academic inquiry: historical overview and framework for definition。Advances in Consumer Research，22，144-151。   | | 2. | Aaker, D. A.(1991)。The Value of Brand Equity。Journal of Business Strategy，13(4)，27-32。 | | 3. | Solomon, M. R.(1983)。The role of products as social stimuli: A symbolic interactionalism perspective。Journal of Consumer Research，10(3)，319-329。 | | 4. | 陳瑩真、詹宜軒、阿推(20021200)。卡通行銷魅力發燒。廣告雜誌，139，82-96。 延伸查詢 | | 5. | McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。 | | 6. | Kolbe, R. H.、Burnett, M. S.(1991)。Content Analysis Research: An examination of applications with directives for improving research reliability and objectivity。Journal of Consumer Research，18(2)，243-250。 | | 7. | 余淑吟(20020100)。動物圖像在平面廣告之內容分析。廣告學研究，18，97-121。 延伸查詢 | | 8. | Kassarjian, Harold H.(1977)。Content Analysis in Consumer Research。Journal of Consumer Research，4(1)，8-18。 | | 9. | Urde, Mats(1994)。Brand orientation: A strategy for survival。Journal of Consumer Marketing，11(3)，18-32。 | | 10. | Gates, M.(1989)。Creative Licensing。Incentive，163，32-36。 | | 11. | Asker, D. A.、Stayman, D. M.、Hagerty, M. R.(1981)。Warmth in Advertising: Measurement, Impact, and Sequence Effects。The Journal of Consumer Research，12，365-381。 | | 12. | Bush, A. J.、Hair, J. F., Jr.、Bush, R. P.(1983)。A Content Analysis of Animation in Television Advertising。Journal of Advertising，12(4)，20-41。 | | 13. | Callcott, M. F.、Lee, W. N.(1994)。A Content Analysis of Animation and Animated pokes-Characters in Television Commercials。Journal of Advertising，23(4)，1-12。 | | 14. | Callcott, M. F.、Phillip, B. J.(1996)。Observation: Elves make good cookie。Journal of Advertising Research，36，73-78。 | | 15. | Ebenkmp, B.(1996)。Icongraphy。Brandweek，37，17-18。 | | 16. | Kelly, J. P.、Solomon, P. J.(1975)。Humor in Television Advertising。Journal of Advertising，4(3)，31-35。 | | 17. | Levy, S. J.(1981)。Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior。Journal of Marketing，45，49-61。 | | 18. | Lerner, Jennifer E.(1999)。The Animal Text: Message and Meaning in Television Advertisements。Sociological Quarterly，99(4)，564-582。 | | 19. | Mowen, J. C.(1980)。On Product Endorser Effectiveness: A Balance Model Approach。Current Issues and Research in Advertising，3(1)，41-57。 | | 20. | Phillips, B. J.(1996)。Defining Trade Characters and Their Role in American Popular Culture。Journal of Popular Culture，29(4)，143-158。 | | 21. | Phillips, B. J.、Gyoerick, B.(1999)。The cow, the cat...。Journalism and Mass Communication Quarterly，76(4)，713-728。 | | 22. | Sternal, B.、Craig, S.(1973)。Humor in Advertising。Journal of Marketing，37(4)，12-18。 | | 23. | Spears, N. E.、Mowen, J. C.(1996)。Symbolic Role of Animals in Print advertising: Content Analysis and Conceptual Development。Journal of Business Research，87-95。 | | 24. | Stern, H.(1988)。Marketing Can Be Global, But Ads Must Remains Cultural。Marketing News，21，26-33。 | | 25. | Stern, B.(1990)。Other Speak: Classical Allegory and Contemporary Advertising。Journal of Advertising，19(3)，14-26。 | | 26. | Schlinger, Mary Jane(1979)。A Profile of Responses to Commercials。Journal of Advertising Research，19，37-46。 | 會議論文| 1. | Callcott, M. F.、Alvey, P.(1991)。Toons Sell...and sometimes They Don’t: An advertising spokes-character typology and exploratory study43-52。 | 學位論文| 1. | Callcott, M. F.(1993)。The Spokes-character in Advertising: An Historical Survey and Framework for Future Research(博士論文)。University of Texas。 | 圖書| 1. | Signletary, Michael(1997)。Mass Communication Research: Contemporary Methods and Applications。臺北。 | | 2. | 管倖生(1993)。廣告設計。臺北：三民書局。 延伸查詢 | | 3. | 張惠如(2003)。吉祥物設計。臺北：藝風堂。 延伸查詢 | | 4. | 黃麗卿(1995)。認識廣告。遠流出版社。 延伸查詢 | | 5. | 劉美琪、許安琪、漆梅君、于如心(2000)。當代廣告--概念與操作。台北：學富。 延伸查詢 | | 6. | Kotler, Philip(1980)。Marketing Management--Analysis, Planning and Control。Englewood Cliffs, N.J.：Prentice-Hall, Inc.。 | | 7. | Weber, Robert Philip(1985)。Basic Content Analysis。Sage Publications Inc.。 | | 8. | Holsti, Ole R.(1969)。Content Analysis for the Social Sciences and Humanities。Addison-Wesley Pub. Co.。 | | 9. | 王石番(1992)。傳播內容分析法--理論與實證。台北：幼獅。 延伸查詢 | | 10. | Krippendorff, Klaus H.(1980)。Content Analysis: An Introduction to its Methodology。Sage。 | | 11. | 柯凱仁(2003)。企業吉祥物造形之研究─文化、認知與設計。企業吉祥物造形之研究─文化、認知與設計。臺北。 延伸查詢 | | 12. | Barcus, F. E.(1975)。Weekend Commercial Children’s Television。Weekend Commercial Children’s Television。Newton, MA。 | | 13. | Dunn, Samuel W.、Barban, A.M.(1986)。Advertising Its Role in Modern Marketing。Advertising Its Role in Modern Marketing。 | | 14. | Fiske, J.(1990)。Introduction to Communication。Routledge。 | | 15. | Gowans, A.(1981)。Learning to See: Historical Perspective on Modern Popular/Commercial Arts。Learning to See: Historical Perspective on Modern Popular/Commercial Arts。Bowling Green, OH。 | | 16. | Husain, M.、Dotz, W.(2003)。Meet Mr. Product: The Art of the Advertising Character。Meet Mr. Product: The Art of the Advertising Character。Canada。 | | 17. | Kaufman, L.(1980)。Essentials of Advertising。Essentials of Advertising。NY。 | | 18. | Kirkpatrick, C. A.(1956)。Trade Characters in Promotion Programs。Trade Characters in Promotion Programs。 | | 19. | Morgan, Hal(1986)。Symbol of America。Symbol of America。New York。 | | 20. | Norris, J. S.(1984)。Advertising。Advertising。Restone, VA。 | | 21. | Ogilvy, David(1983)。Ogilvy on Advertising。Ogilvy on Advertising。New York。 | | 22. | Phillips, B. J.(1993)。The Role of Advertising Trade Characters in forming Product Perceptions。The Role of Advertising Trade Characters in forming Product Perceptions。 | | 23. | Presbery, F.(1968)。The History and Development of Advertising。The History and Development of Advertising。New York。 | | 24. | Robin, P. A.(1932)。Animal Lore in English Literature。Animal Lore in English Literature。London。 | | 25. | Scott, L.(1991)。The Rhetoric of the Commercial Canon。The Rhetoric of the Commercial Canon。 | | 26. | Zacher, R. V.(1968)。Advertising Techniques and Management。Advertising Techniques and Management。Homewood, IL。 | |