Abstract
The study aims to analyze the development and linguistic aspects of Korean city brand slogans, addressing issues and proposing solutions for the improvement of these slogans. By examining 90 city brand slogans, including Seoul's, the research highlights the changes observed over the past 30 years. Despite an increase in Korean slogans, foreign language slogans persist, and semantic expressions often involve ineffective implicit meanings and unfamiliar neologisms. To enhance the effectiveness of city brand slogans, the study recommends minimizing frequent changes, ensuring accurate comprehension, and prioritizing the use of the Korean language to showcase its unique beauty. The hope is for the emergence of enduring city brand slogans, akin to the iconic “I Love New York (I ♥NY).”
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