| 요약2 |
In analyzing Korean cities’ strategies on their images and trademark slogans, this study aims to provide local governments new ideas of promoting their cities and local venues. For this purpose, this paper has collected city trademarks and slogans at local governments’ homepages, have divided them according to their selection of words, and have investigated the ways in which each slogan strategy has changed in time. The results can be summarized as follows : ⓛ The frequency of their using certain words for city promotion illustrates: the cities of Kyounggi-do and Cheolla-do largely use abstract and sense-related words; the cities of Kangwon-do landscape and ecological words; and the cities of Kyoungsang-do administrative and economic words. As for the cities of Chungcheong-do, their choice of words appears to be inconsistent. ② Looking into the changes of city promotion strategies based on the four aspects? landscape /ecological, historic/cultural, administrative/economic, and abstract/sense-related?the dependence on the first two has decreased, whereas references to the latter two has increased. Above all, city slogans have continually changed with no definite standard, and appear to be improvised each time a new occasion for such alteration arises. With the exception of Kangwon-do, over 70 % of promotion strategies have gone through modifications in most areas. Considering that city images would work only when they are put into effect for an extended duration of time, Korean cities revise their strategies too often. ③ The ratio of developing a city slogan, although the exact number slightly varies in different cities, remains under 70% in average. A city slogan is necessary not only for advertising representative local venues and products but for facilitating the recognition of the city’s good image for citizens and visitors as well. In this sense, to build a city slogan must come first before enforcing other promotional strategies. This study explores different slogan strategies of cities in Korea in order to help them come up with new ideas of their own. In so doing, this study offers a useful tool to developing city policy too. |