초록 열기/닫기 버튼
Kim, Sung-Do. 2007. Semiotic Approach to City Branding. Textlinguistics 23. City branding is increasingly important the concept and techniques of product branding for use within place marketing, in pursuit of wider urban governance goals, especially within the new conditions created by the globalization. This exploratory paper first suggests that branding semiotics can be transformed into city branding as an efficient image-building strategy, with significant relevance to the city brands. An increasing body of scholarship has drawn on a wide variety of theoretical traditions to address the implications of brands as texts and signs. Taken together this papar proposes the following ideas. City brands exist as social texts with their meanings contingent on particular cultural contexts. City brands embody stories constructed both by city marketers that produce them, and by their consumers. In this research I engage these themes from the semiotic perspective. The linguistic, cultural tradition in semiotics offers a rich interpretative tradition and method that contributes to a powerful city branding. For that, I refer to some basic meaning generation models of narrative and structural semiotics.
키워드열기/닫기 버튼
<Key Words> city branding, narrativity, modality, semiotics, place branding, logo, city image, brand, urban semiotics, city text
