A semiotic study of regional branding reflected in the slogans of Korean regions

The purpose of the present analyses of regional slogans is to provide a semiotic perspective for understanding the symbolic communication systems involved in the construction of Korean regional governments. This study attempts to evaluate the slogans in terms of the semantic and morphological aspects of the texts. Findings show an overuse of signs within the slogans of regional governments that weakened the delivery of information regarding local identity. A leading slogan for a large region may create a unique identity in relative terms, whereas second-tier regions tend to mimic the success of others. The present research illustrates that each region of Korea cannot be differentiated in terms of a semantic analysis of linguistic signs. The communication tendencies that influence the creation of slogans for Korean regions are morphologically complex but semantically simple, resulting in the failure of these regions to secure distinctiveness in their individual brand identities.