• The Journal of the Korea Contents Association
• /
• v.22 no.2
• /
• pp.224-236
• /
• 2022

This study tests the hypotheses that city slogan reduces the retrieval of city memory unrelated to the slogan from the long term memory and that some variables moderate this effect, using the experimental method. The theoretical basis for the hypotheses is from the structure of the long term memory and the principle of memory retrieval discussed in ANM(Associative Network Model). For the test of hypotheses, the study adopted 4 experimental groups (2(slogan relevance: high or low) * 2(slogan concreteness: high or low)) and 1 control group. Each experimental group was exposed to one slogan corresponding to its condition while the control group was not. Then, the recall score was compared among experimental and control groups. One hundred and seventy-four undergraduate students belonging to the college of the authors participated in the study. The sample group was between 18 and 27 years of age, with an average of 22.4 years, and 54 percent comprised males. Results showed that city slogan had a negative effect on the retrieval of city memory unrelated to the slogan in most experimental conditions. This effect was more evident when the slogan had high relevance or high concreteness. But the main effect did not appear when the slogan had low relevance and low concreteness.

• The Journal of the Korea Contents Association
• /
• v.7 no.8
• /
• pp.174-181
• /
• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.

• The Journal of the Korea Contents Association
• /
• v.20 no.12
• /
• pp.206-220
• /
• 2020

In the glocal era, the competitiveness of local authorities leads to national competitiveness. Even though they have competitively adopted slogans to stay competitive, the process has not been systematic. The goal of this study is to provide basic data needed to develop and utilize urban brand slogans effectively. In terms of a research scope, 48 slogans currently in use by 24 local authorities of Gyeongsangbuk-do as of April 2020 were chosen. Concerning the lingual representation of such slogans, diverse languages such as Korean, English and Sino-Korean have been used. In terms of meaning of meaning and material type, there was a lack of coherence among the slogans. In addition, they were poor in representing identity, and abstract image upgrade types were commonly found. It is anticipated that the study results would make a contribution to the development of urban brand slogans and value generation.

• Korea Science and Art Forum
• /
• v.26
• /
• pp.339-351
• /
• 2016

This study analyzes convention tourism destination brand slogans focusing on the international convention cities. Data were collected from official tourism web sites of 190 cities which hosts more than ten international meetings in 2013. One hundred and six destination brand slogans were identified. Specifically, the researchers attempt to carry out content analysis of the linguistic and visual expressions of the slogans. Results indicated that in terms of linguistic expressions, most of slogans adopted word or phrase patterns pursuing brevity. In the brand slogan spectrum, nearly half of slogans are common type which didn't express destinations' specific attributes and benefits properly. And the most frequently used key words in the slogans are 'visit' and 'city'. While in terms of visual expressions, about 70% of slogans adopted typography for explicitness and 60% of them utilized human and natural resources as visual signs for building up unique images. Based on the results, implications for creating effective convention tourism destination brand slogans were also discussed.

• The Journal of the Korea Contents Association
• /
• v.13 no.8
• /
• pp.101-108
• /
• 2013

Slogan is used widely from the political action to the area of advertisement that brings companies and products out. It gives a good image to the public and customers. In addition, the more the attitude of the public or customers is lukewarm, the more the appeal of the slogan is great. With the advent of the 21st century, it is time for the University where students become consumers to establish a groundbreaking brand identity strategy with increasing the university's brand value and awareness in rapidly changing environment. The UI Emblem of the University is related to University's identity and slogan must be fresh and appealing, should reflect the core values of brand. In this study, I researched the design relationship between emblem and slogan, visual elements of the UI which should be designed as a strategic marketing program with change of era and lifestyle and proposed the ideas which create mutual synergy effect.

• Journal of Digital Convergence
• /
• v.12 no.2
• /
• pp.129-142
• /
• 2014

The age of local government has set in, most of the cities have made the brand slogan to create a competitive luxury city and to enable the local economy to keep pace for digital promotion policy with the regional branding. Age of limitless competition, local governments have continued to digital promotion policy the slogan, local people's awareness and satisfaction about the brand slogan is generally high, but this is noted in seven cities commonly that reflect the characteristics of the region and inconvenient distinctive identity design. This study is the meaningful to derived the problem of city brand slogan development policy through analysis the citizens awareness of seoul and 6metropolitan's brand slogan development digital promotion policy and help to become a future development and management of city brand slogan digital promotion management policy in Korea.

• Proceedings of the Korea Contents Association Conference
• /
• 2012.05a
• /
• pp.411-412
• /
• 2012

본 연구는 국내 전문대학교에서 대학의 특성과 가치를 간결하게 알릴기 위한 목적으로 개발하여 사용하고 있는 슬로건(slogan)에 사용된 주제어의 유형을 조사 분석하고 이를 2005년 슬로건과 비교하여 주제어의 변화 추이를 알아보고자 한다.

• RED RIBBON
• /
• s.68
• /
• pp.22-23
• /
• 2006

제 18회 세계에이즈의 날을 맞아 각 단체에서는 다양한 거리 이벤트를 실시하였다. 올해 세계에이즈의 날 캠페인 주제는 앞서 살펴봤듯이 "Stop AIDS, Keep the Promise"이다. 이 테마는 국내 실정과는 다소 괴리된 면이 있어 에이즈 · 결핵관리팀 및 관련 단체들과의 협의를 통해 "에이즈에 대한 관심과 참여"를 주제로 슬로건은 "에이즈 예방은 나로부터!"로 현실에 맞게 수정하였다. 국내 각 단체들은 국내 주제 및 슬로건에 부합되는 다양한 캠페인을 실시하였다.

• 프린팅코리아
• /
• v.11 no.4
• /
• pp.116-117
• /
• 2012

KBA코리아(주)(대표이사 디트마르헤이더크)는 지난 3월 8일 앰배서더 호텔에서 KBA삼우에서 KBA코리아로의 법인 변경을 알리는 오픈하우스를 개최하고, 인쇄기의 발전 가능성과 기회를 의미하는 'Printing Ahead'라는 드루파2012 참가 슬로건을 발표했다. 아울러 공식 행사 이후에는 고문당인쇄(주)와 6색 1코터 라피다105 계약식을 가졌다.

• 월간 기계설비
• /
• no.11 s.220
• /
• pp.38-38
• /
• 2008

일본 일본공조위생공사업협회는 지난 5월 288일 창립 70주년을 기념하는 제60회 통상총회를 열고 2008년도 사업계획을 발표했다. 이 중 우리의 관심을 끄는 것은 기획총무부문의 설비공사의 직접발주(분리발주)에 대한 주장이다. 일본 공조위생공사업협회는 국가, 지방자치단체, 독립행정법인, 민간발주자 등에 대하여 설비업계의 적극적인 홍보활동을 전개하면서 특히 민간발주자에게 "설비는, 전문가인 설비공사업자에게 직접 발주하여 주십시오!"라는 주장을 펼치기로 했다. 또한 건설업계에 "직접발주(분리발주)"라는 용어의 정착을 추진키로 했다. 우리에게 원 하도급 간에 계열화가 정착된 것으로 알려진 일본은 공공공사에서는 분리발주가 정착되었으나 민간발주 부문에서는 아직도 분리발주가 완전히 실현되지 않고 있어서 이같은 사업을 추진하고 있는 것으로 보여진다. 따라서 일본 공조위생공사업협회는 민간공사에서도 절대적으로 분리발주 해 줄 것을 요구하는 슬로건을 내세우고 있으며, 더 나아가 100% 분리발주 확대 추진을 목표로 하고 있다. 다음은 일본공조위생공사협회가 총회에서 채택한 슬로건이다.