A Study on the City Slogan Strategy of local governments : Focused on the the application of the administrative value

The purpose of this study is to understand the current status and characteristics of city slogans through city slogan analysis, one of the city identity of local governments, and to explore effective city slogan strategies as a marketing tool for local governments. For research, the scope was limited to 199 basic municipalities maintained from the 7th national local elections to 2021, and analysis method was conducted based on the text data of districts and sections used as slogans based on the degree of aging and political orientation of the head of a local government. The analysis find out that “citizens-happiness” and “happiness-city” were the most commonly used words in urban slogans, and that the words “happiness” were the most important words in any group. At the same time, it was analyzed that conservative organizational leadership areas mainly utilize means and progressive organizational leadership areas mainly utilize essential values. Through this, it is find out that there is a difference in the political orientation of the head of a local government in city slogan design, which has implications in that it will provide a foundation for urban slogan design in the future.