도시브랜드 슬로건에 대한 연구

• 발행기관: 한국사회언어학회
• 저자명: 한성일
• 간행물 정보: 『사회언어학』제20권 1호, 317~343쪽, 전체 27쪽
• 주제분류: 어문학 > 언어학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

Han, Sung-il. 2012. A Study on City Brand Slogans‐ Focusing on expression methods and contents. The Sociolinguistics Journal of Korea 20(1). pp. 317-343. The objective of this study was to analyze the expression methods and contents of 246 city brand slogans in Korea. Conclusions drawn from this study are as follows. First, a large percentage of the city brand slogans used Roman characters in their expression and English was used frequently. This may be unavoidable for acceptability in the age of globalization, but the problem is that they were improvised hurriedly without a process for building up consensus with local residents. Second, the slogans consisted of 1‐2 words, satisfying the requirement of simplicity. Third, they utilized ambiguity, rhythm, etc. adequately and this shows that various linguistic expression strategies are necessary in developing city brand slogans. Fourth, abstract words were used frequently in city brand slogans, and some of them were redundant among cities and therefore failed to differentiate their respective cities. Fifth, while many of the materials of city brand slogans were abstract and sensuous motifs, only a few of them were historical and cultural motifs. Accordingly, it is necessary to find historical and cultural motifs and develop them into images. A city brand slogan representing the visions and goals of the city clearly based on the local image is very important for enhancing the brand value of the city. Therefore, brand slogans should be developed through elaborate investigation of natural scenes, geographical conditions, traditions, cultural uniqueness, social characteristics, etc. For these efforts, there should be a ground for close cooperation among local selfgoverning bodies, local residents, and related experts.

목차

Abstract

Ⅰ. 머리말

Ⅱ. 선행연구를 통해 본 도시브랜드 슬로건의 현황과 문제점

Ⅲ. 연구 대상 및 방법

Ⅳ. 도시브랜드 슬로건의 표현적 특성

Ⅴ. 도시브랜드 슬로건의 내용적 특성

Ⅵ. 맺음말

참고문헌

키워드

City Brand slogan English simplicity linguistic expression strategies abstract and sensuous motifs brand value of the city