인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
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지원사업
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커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
The objective of this study was to propose sociolinguistic approaches for local branding strategies in Korea as an effort to improve the image of nation brands.In the age of globalization, it is very important to enhance the brand value of localities, and thus local self?governing bodies are inventing slogans competitively. Nevertheless, it is questionable whether these slogans are expressing the characteristics and aims of the localities, and few relevant studies have been made so far.Thus, this study surveyed 16 metropolitan self?governing bodies and 20 national parks throughout the country focusing on their use of local brand slogans and stories, and identified problems as follows.First, the slogans used in the surveyed areas did not represent the characteristics and aims of the localities properly. Second, despite the strong necessity of stories for expressing the characteristics of the areas by supplementing slogans, it was hard to find any local brand stories. These problems are believed to come from the unsystematic invention process of local brand slogans and the absence of Korean language scholars and linguists participating in the process.For these problems, we suggest solutions as follows.First, we need to analyze consumers’ attitude toward local brand slogans and stories used currently by sociolinguistic methods and, through the analysis, to determine the adequacy of the local brand slogans and stories.Second, we need to develop actively local brand slogans and stories that express the characteristics of locality properly, and to build a system for involving linguists and Korean language scholars in the development process.
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