Volume 118 No. 24 2018 ISSN: 1314-3395 (on-line version) url: http://www.acadpubl.eu/hub/ http://www.acadpubl.eu/hub/ Analysis of Slogan by Utilizing Symbol Marks in Jeollabuk-do Municipalities and Rhetorical Technique Kyoungho Choi 1 and Jung-Hae Park 2 1 Department of Basic Medical Science, Jeonju University, 303 Chonjam-ro, Wansan-gu Jeonju 55069, Korea 2 Simsang-Poetry Therapy in Third floor of Art House, 6-6 Junghwasandong, Wansan-gu Jeonju 54984, Korea Abstract Every municipality in Korea have represented and introduced their regions by making and highlighting some characters, slogans, or symbol marks which symbolize the characteristics of their regions. Not to make an image civilization disaster, they must fill these characters into symbol marks which are full of symbolic impression. Therefore this study has organized slogans and symbol marks of fourteen primary local authorities and one metropolitan authority in Jeollabuk-do Province, summarized usage states of slogans, symbol marks, and characters of each authority, and analyzed the meanings of slogans based on the frame of slogan analysis. Furthermore, it has proposed further followup researches. Data source for this research is homepages of 15 municipalities in Jeollabuk-do from January, 2015 to February, 2016. Rhetorical analysis on brand slogan of municipalities was developed and constructed based on prior researches. Moreover, descriptive statistic was a main analysis method. Some results are as follows. The number of Korean slogan marking is five as 33.3%, which is the largest
percent, the percent of English slogan marking is 26.6%, the percent of that doesn t have any slogan is 20.0%, the one with English and Korean expression is 13.3%, and finally, the one with Korean and Chinese is 6.66%. Next, the number of word and linking expression is five as 33.3%, which is the largest percent, and the percent of sentence is 13.3%. Refrain, ellipsis, and complex sentences are not used, and the percent that does not use any slogan is 20%. If concrete study of symbols about four elements (water, fire, air, and earth) triggering imagination could be implemented through characters and slogans of municipalities, profit for effective promotion could be taken by stimulating human s archetypal psychology. Furthermore, if profound study about each character and symbol mark of each municipality and their effectiveness could be implemented, more developed improvement plan would come out. Key Words : Character, Slogan, Symbol mark, Rhetorical Techniques, Municipalities. 1 INTRODUCTION IMAGE means representing the feeling of someone or something. On the other hand, symbol means changing abstract concept or object into concrete thing, sign, or mark. Image and symbol have similarity that they both stimulate human s innate imagination, and the enlargement and expansion of this imagination draw human s archetypal psychology. Some psychologist once said that in general, archetype represents gigantic accumulation of knowledge from ancestors to contemporary men about profound relationship among human, god, and the universe. Archetype as human s basic experience means inside of unconsciousness, inner dialogue, and psychological not-self (Lee, 1994). Stimulating this basic part of human s psychology produces conscious behaviors based on unconsciousness. By examining the culture built by human s local and periodic background, we can acknowledge that image and symbol are core notions to hold the culture open. In any time or any cultures, human beings have been entirely revealed by symbols which support that cultures. If we ignore this unique psychological base supporting diverse cultural styles, cultural philosophy becomes
morphological and historical study which doesn t have any validity about human s condition. If the image didn t become a channel to transcendent things, people would be choked by grand and awesome cultures. We can reach the archetype from all psychological creation conditioned by style and history (Lee, 1998; Jang, 2013). If we could draw archetypal psychology that exists in transcendent time and situation, human s unconsciousness would be revealed as conscious behaviors. Utilizing and vitalizing this psychological process are marketing strategy in modern economical society. This strategy stimulates unconscious impulse to purchase and changes it into conscious action of purchase. The main agent of economy activity in Korea is each municipality. Municipality established in 1996 has transacted local business by getting autonomy in certain place from the country. Because Korea has guaranteed provincial self-government and made concrete law about the organization or management of municipality, it has possessed not only autonomous administrative power but also autonomous legislative power to enact or abolish ordinance and autonomous financial power to charge local taxes and manage expenses for businesses like the characteristics of nation. These municipalities have utilized certain characters to publically improve local identities and induce residents interest in their regions and active participation (Kim and Jung, 2005). Also, there are many municipalities that publically utilize slogans which could highlight their characters and symbolically show characteristics of local residents. Therefore, by analyzing those symbol marks and slogans, we can understand character and specific intention of each municipality. In addition, objectively analyzing appropriate design and plan for specific goal and right use of rhetorical technique would contribute to each municipality s substantive policy-making and its direction setting for the future because its symbolized image reminds of that region s social, economic, and cultural images. According to article 2 of the Local Government Act, the kinds of municipality are metropolitan council and basic local government. The number of metropolitan council is 17 (one megalopolitan cities, six metropolitan cities, one special autonomic city, eight provinces, and one special autonomic province) all over the country, and the number of basic local government is 228 in the country. This study is going to analyze symbol marks and slogans of fourteen local governments
and one metropolitan city including Jeollabuk-do Province in which the researcher, myself lives now by using rhetorical technique. 2 RESEARCH METHODS A. Definition of terms a. Slogan: Slogan is a concise and comprehensive word to materialize overall vision of object (Kolter et al., 2002). Slogan must be easy to pronounce, memorize and understand, and must be rhythmic and impressive because it intends to enhance the effect by repetitive use (Oh and Lee, 2007). b. Symbol mark: Symbol mark is a sign to discriminate oneself or one s from others or others. It is a sculpture to communicate by implying symbolic meaning. To interpret symbol mark in a broad sense, it could be kinds of sign to connote symbolic meaning. On the other hand, to interpret it in a narrow sense, it could be a sign to represent certain organization, enterprise, or event as it compressively materialize that organization s, enterprises, or event s ideology or characteristic (Ha, 2004). c. Brand: Brand means a word, letter, a chunk of word or letter, design, or the combination of all those things to discriminately mark products of certain seller or group of seller from other competitive things. Brand embraces both linguistic and nonlinguistic elements including name, color, jingle, symbol, and slogan. It not only makes products discriminate from other competitive things but also represents an originality of the products. Therefore, it is one part of strategy to get superiority from competition by differentiation of products (Park, 2001). B. Collection of Data Data for this study were taken from homepage of fifteen municipalities in Jeollabuk-do Province from December 2014 to February 2015, as shown in Table I.
C. Frame for Slogan analysis As analyzing brand slogan of municipalities by using rhetorical technique, this study used a standard suggested by references (Park, 2001; Lee, 2006; Choi, 2007). The content of classification used in the analysis is as followed. 1 Brand expression: Whether the name of municipality is included in the slogan 2 Literation: Whether the letters of slogan consist of Korean, Chinese character, or English. In other words, whether the slogan used only Korean, only Chinese character, only English, combination of Korean and Chinese character, combination of Chinese
character and English, or combination of English and Korean. 3 Format of organizing: Whether the format of slogan is word, one phrase, ellipsis, linking phrases, sentence, or complex sentence according to organization of slogan. 4 Compare and contrast: Whether the slogan used compare and contrast with rules to induce consumers intense memorizing. 5 Alliteration and rhyme: Whether there are constant repetition of sound in the slogan because rhythm makes the slogan easy to read and memorize. 6 Simile and metaphor: When the slogan modifies the object, whether it uses simile by using like, as, as if or metaphor by using A is B. 7 Object expression: How the slogan expresses citizens that could be the target of the slogan according to a person. 8 Meaning of message: Analyzing roundabout expression of the slogan according to simple, comparison, and superlative. 9 Character of message: Classifying the slogan into exclusive, friendly, futuristic, and improving expression according to the slogan s character of message. 10 Providing information: Classifying the slogan into providing specialty, strength, unique information and normal information according to the information that slogan provides with. Based on these classification, the frame for slogan analysis can be written like Table II.
3 THE RESULT OF ANALYSIS A. Organization and situation of metropolitan and cities slogans in Jeollabuk-do Province analysis Overall arrangement of analyzing slogans, symbol marks, and characters investigated from homepage of fifteen municipalities in Jeollabuk-do Province is in Table III. The detailed analysis of this arrangement is in Table IV. As written in Table IV, all cities in Jeollabuk-do Province except for Muju, Wanju, and Jeongeup use slogans, and symbol marks are used by all the cities in Jeollabukdo Province. The number of the character of Jeonju is one, and fifteen modified characters of this city can be found. Likewise, Namwon has five characters and one modified character, Gimje has three characters and thirty-nine modified characters, Sunchang has one character and eight modified characters, Iksan has one character and six modified characters. Gunsan has just one character, Gochang has two characters and twenty-four modified characters, Jinan has one character and twenty-two modified characters, Jangsu has one character and twelve modified characters, Whanju has one character and one modified character, and finally Jeongeup has one character and thirteen modified characters. On the other hand, Buan, Imsil and Muju don t have any character.
B. Rhetorical analysis based on the frame of slogan analysis Overall table of rhetorical structure based on the frame of slogan analysis in Table II is Table V.
C. a. Slogan expression of city brand Until now, the format of slogan expression in Jeollabuk-do Province has been seen. The result of analysis is as followed. The number of
Korean slogan marking is five as 33.3%, which is the largest percent, the percent of English slogan marking is 26.6%, the percent that doesn t have any slogan is 20.0%, the one of English and Korean expression is 13.3%, and finally, the one of Korean and Chinese is 6.66%. The following Table VI is the analysis of slogan expression of city brand into more detailed items. C. b. Composition of slogan The format of slogan in Jeollabuk-do Province is as followed. The number of word and linking expression is five as 33.3%, which is the largest percent, and the percent of sentence is 13.3%. Refrain, ellipsis, and complex sentences are not used, and the percent that does not use any slogan is 20%. The following Table VII presents the composition of slogan.
C. c. Compare and Contrast of Slogan The result of compare and contrast seen by Jeollabuk-do Province is as followed. The number of compare and contrast is six as 40%, and compare and contrast are used quite evenly. The other 20% is the ratio of slogans that do not use compare and contrast. The following Table VIII presents compare and contrast of slogan.
C. d. Rhythm of Slogan As rhythm of slogan, rhyme is used as 13.3%, and the rest 86.6% is the regions that do not use rhythm. The following Table IX presents rhythm of slogan. C. e. Figure of Speech of Slogan To check simile and metaphor, which are expressed as rhetoric figure of speech, metaphor is used the most as 46.6%, and simile is not used. The rest eight regions as 53.3% do not use any figure of speech. The following Table X presents figure of speech of slogan.
C. f. Object Expression of Slogan As for person expression of object, first person is used the most as 60%, third person is used as 13.3%, and second person is used as 6.66%. The rest of regions of 20% do not use any object expression. The following Table XI presents object expression of slogan. C. g. Slogan s Meaning of Message As for meaning of message, superlative is used the most as 46.6%, simple comparative is used as 20%, and comparative advantage is used as 13.3%. The rest of regions of 20% do not use
any meaning of message. The following Table XII presents slogan s meaning of message. C. h. Message of Slogan As for message, exclusive expression is used as 40%, and each futuristic and image improving expression are used as 20%. On the other hand, friendly expression is not used at all. The regions that do not use any message of slogan are seen as 20%. The following Table XIII presents message of slogan.
C. i. Providing Information of Slogan As for information of slogan, Strength expression is used as 33.3%, specialty expression is used as 6.66%, and unique info and normal info is not used at all. Many other regions do not use the information of slogan as 60%. The following Table XIV presents providing information of slogan. 4 DISCUSSION AND CONCLUSION This study has analyzed symbol marks and slogans of fourteen local governments and one metropolitan city by utilizing rhetorical technique. The implication of this study is as followed. First, by narrowing the scope of study only to Jeollabuk-do Province, the study has been easy to investigate features and characteristics of particular regions.
Second, by understanding brands which have intention to announce and introduce regions as municipalities face, the study could provide basic data to analyze whether complex and abstract images and sensitive symbols of municipalities have utility and rationality. Third, the study has found that characters, symbol marks, and slogans that municipalities are using not only announce economical characters including production and consumption, but also include identities, ideologies, visions, and philosophies of municipalities. This imaginative directivity means becoming aloof from mechanical response to life. Deepak Chopra said that being able to love deeply, feel true mercy, show true wisdom is because of keeping aloof. He has spreaded the message that if we accept what we want into our part of lives and believe that they would become true eventually, much bigger world would be opened. With the significance of this study, the researcher, myself wants to refer to some propose for a follow-up study in the future. First, this study has been implemented only in Jeollabuk-do Province by the researcher s intention. If the follow-up study could select other regions by using techniques of this study during keeping the intention to figure out particular region in detail, the objective that other municipalities images and symbols would be able to analyzed and figured out could be achieved. Second, like Bachelard said before, if concrete study of symbols about four elements (water, fire, air, and earth) triggering imagination could be implemented through characters and slogans of municipalities, profit for effective promotion could be taken by stimulating human s archetypal psychology. Third, if profound study about each character and symbol mark of each municipality and their effectiveness could be implemented, more developed improvement plan would come out. References [1] Choi, G. 2007.Study of Gimchi Pacakge s Design Strategy through Personality of Brand, A master s thesis in graduate school of Chosun University: Gwangju, Korea, 34-40.
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