• Korean Management Science Review
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• v.32 no.3
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• pp.105-118
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• 2015

This study examines the relationship between city slogan modifiers and slogan attitudes from the perspective of residents in other cities. To examine this relationship, the study focuses on two important characteristics of slogan modifiers : the preference for a slogan modifier and the fit of a slogan modifier. To test the hypotheses, a 2 (low vs. high city knowledge)${\times}2$ (low vs. high slogan modifier preference)${\times}2$ (low vs. high slogan modifier fit) between-subjects factorial design was adopted. A total of 254 undergraduate students at the authors' college participated in the study. Their ages ranged from 19 and 30 (average = 22.3), and 58.3% of the participants were male. According to the results, the high-preference slogan modifier had a greater positive effect on slogan attitudes than the low-preference one. Similarly, the high-fit slogan modifier had a greater positive effect on slogan attitudes than the low-fit one. Also, it was shown that the fit of the slogan modifier had a greater effect on purchase intentions than the preference for the slogan modifier when city knowledge was high. However, contrary to expectations, when city knowledge was low, the standardized coefficient of the preference for the slogan modifier was not significantly different from that of its fit.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 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
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• v.22 no.2
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• pp.224-236
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• 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.

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

• Journal of the Korean Institute of Landscape Architecture
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• v.44 no.1
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• pp.80-92
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• 2016

The purpose of this study is to analyze the visions of visual landscape planning and to suggest improvements for it. This study overviews currents methods of making the vision of visual landscape planning by group interview with hands-on workers. Thirty-two cases of visual landscape planning are reviewed to analyze the forms and contents of vision of visual landscape planning. The purpose of urban vision and city slogans are fairly similar to the vision of visual landscape planning; therefore, this study reviews and compares them. According to this study, we conducted writing direction and policy implications. The results of this study are as follows. The vision of visual landscape planning is written by consulting the landscape resources survey and visions of upper plans. These writing methods are able to enhance the consistency of each chapter in visual landscape planning, and the consistency between visual landscape planning and upper plans. Thus, it is desirable to revise landscape planning guidelines with this method. The current vision of visual landscape planning is written in the form of a city slogan. But the vision of visual landscape planning is not a means of publicity and transformational use. So, the form of the vision needs to be revised. This study analyzed the correlation among the vision of visual landscape planning, urban vision, and city slogan. There is a closer correspondence between the vision of visual landscape planning and urban vision than city slogan. This result means that it is beneficial to write the vision of visual landscape planning in consideration of the upper plan. Henceforward, for maintaining and enhancing consistency detailed contents in landscape planning guidelines are needed.

• Journal of Industrial Convergence
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• v.15 no.1
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• pp.9-15
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• 2017

This study aims to present a direction for the efficient TV commercial marketing strategy at the market by analyzing the relationship between technology and the smart-phones' TV commercial especially 'iPhone series' and 'galaxy S series'. As the results of the factor analysis of the hardwares, slogans and TV commercial for the target smart-phones, TV commercial is the way of the expression for the technology through the meaning of the value. And the meaning of value is defined by reclassifying the expression technique of each scene of TV commercial into nouns and adjectives. Setting a slogan is very important because it is making memorable motto or phrase for the consumer and it decide the image of the product. So the correct configuration of the slogan is a keystone that is important for creating a TV commercial and has a profound impact on product image formation.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.443-454
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• 2009

Local governments have been actively introducing the CIP(City Identity Program), which identity their regional features and publicize the governments, to increase municipal identity and encourage the participation of residents since the self-governing system was enforced. However, some local governments didn't perform the intended purposes. Therefore this paper is to compare regional characters, symbols, slogans of the east-coast cities in Kanwon-do and to evaluate them as a tourism cities' image tools.

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

• Journal of Navigation and Port Research
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• v.36 no.6
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• pp.465-474
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• 2012

Hamburg's development politics like "metropolis Hamburg - a growing city" demonstrates an important economic and demographic growth during 1997 to 2008. Beyond the positive factors with the idea of creative city, only selected class of people are involved in the city's active living, the others experience only gentrification. The G$\ddot{a}$ngeviertel, where the Hamburg's working class and dockworkers had lived, will be analysed as a historical important place of the gentrification since the end of the 19'century. This paper focuses on the actual Hamburg's movement of the initiatives "Komm in die G$\ddot{a}$nge" and " Right to the City", which took over the last 12 buildings of the G$\ddot{a}$ngeviertel. The G$\ddot{a}$ngeviertel Project, with the slogan "the city is neither a business nor a brand, but a community" could be an example of an alternative and sustainable solution for better living in the urban area of the Hamburg.

• Archives of design research
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• v.15 no.3
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• pp.83-92
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• 2002

In the 21st century, as localization is reinterpreted as an important part of globalism and as local culture is recognized as a device to increase the competitive power, every city is trying to develop its identity and improve its image while coping with change of the international and domestic environment. Therefore, basic research was preformed to establish the city image identity of Gwangju and as a result, an ideological slogan " City of Light and Life, Gwangju" and basic factors were developed. This study aims to analyze the condition of the city, focusing on design factors that the city image is comprised of, and establishes a long-term strategy for urban environment development by considering the developmental potential of the city. and focuses on case studies for establishment of an image suitable for Gwangju. Case studies focusing on the urban environmental development were presented and the results were applied to Gwangju. From the results, further studies can be pursued according to a long-term strategy. strategy.