초록 열기/닫기 버튼
This study is primarily a series of semiotic analyses of the linguistic and visual expressions employed in the contents of the official web sites designed to promote the capitol and the country of South. The study aims to analyze the communication strategies of cultural branding in the cases of online contents regarding Seoul and Korea focusing on the comparative points in these regions' official web sites. The investigation includes conducting semiotic content analyses of aforementioned regions' official web pages, as an attempt to find out the cultural branding strategies to achieve differentiation and more favorable perceptions on these two regions. Building upon the finding drawn from this comparative study, the present research proposes to discuss the more effective ways of strategic differentiation of the images associated with these regions from the view of brand communications. This study also deliberates about the viable directions for designing web contents for a capitol city and a country through which cultural messages are delivered in a thoughtful and effective manner.
