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@article{ART001561195},
author={Yu, Kyong Ae},
title={A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives},
journal={The Sociolinguistic Journal of Korea},
issn={1226-4822},
year={2011},
volume={19},
number={1},
pages={103-127}

TY - JOUR
AU - Yu, Kyong Ae
TI - A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives
JO - The Sociolinguistic Journal of Korea
PY - 2011
VL - 19
IS - 1
PB - The Sociolinguistic Society Of Korea
SP - 103
EP - 127
SN - 1226-4822
AB - In the 21st century of globalization, nations create and manage their nation brand images strategically. As one way to promote the nation images, nation brand slogans are used. Since 2002 World Cup in Korea, the Korea Tourism Organization has employed three slogans to present the dynamic image of Korea and to promote the image of developing Korea: “Dynamic Korea”, “Korea Sparkling”, “Korea, Be Inspired”. In order to confirm whether these slogans successfully promote Korean images or not, this paper investigated the images of the slogans from the receiver perspectives (N=38) and presented the linguistic analysis on the slogans. In addition, this paper argues that the three slogans do not successfully promote Korea nation images because of lexical and structural ambiguities of the slogans. It is also discussed in this paper that the receiver meanings of the slogans can be different from the sender meanings: “Dynamic Korea” and “Korea, Be Inspired” can evoke the image of North Korea; “Korea Sparkling” can be thought as sparkling drinks from Korea; “Korea, Be Inspired” can be interpreted as “Korea, which needs to be inspired”, not as the sender meaning “Korea, where you are inspired”. Thus, it is required to reconsider the slogans and create a new slogan that can be classified as a “Love Mark” (Park 2004) and manage it strategically.
KW - nation brand image;language strategy;Korea brand slogan;Dynamic Korea;Korea Sparkling;Korea Be Inspired.
DO -
UR -
ER -

Yu, Kyong Ae. (2011). A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives. The Sociolinguistic Journal of Korea, 19(1), 103-127.

Yu, Kyong Ae. 2011, "A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives", The Sociolinguistic Journal of Korea, vol.19, no.1 pp.103-127.

Yu, Kyong Ae "A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives" The Sociolinguistic Journal of Korea 19.1 pp.103-127 (2011) : 103.

Yu, Kyong Ae. A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives. 2011; 19(1), 103-127.

Yu, Kyong Ae. "A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives" The Sociolinguistic Journal of Korea 19, no.1 (2011) : 103-127.

Yu, Kyong Ae. A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives. The Sociolinguistic Journal of Korea, 19(1), 103-127.

Yu, Kyong Ae. A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives. The Sociolinguistic Journal of Korea. 2011; 19(1) 103-127.

Yu, Kyong Ae. A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives. 2011; 19(1), 103-127.

Yu, Kyong Ae. "A Linguistic Analysis on Korea Brand Slogans from Receiver Perspectives" The Sociolinguistic Journal of Korea 19, no.1 (2011) : 103-127.