A study on changes in local governments slogans according to the political stances of local government leaders

This study is an analytical study on the changes of slogans of local governments. This study aims to confirm that whether the local slogans advocated by local governments can be influenced by the political inclinations of elected leaders. The scope of the study is local governments where the head of a local government was replaced by a different political party. Core vocabulary was derived from the frequency of words used in slogans and analyzed the values pursued and images emphasized by political orientation. Through comparative research, It was discovered that not only did the content of slogans change depending on the political leanings of the local government head, but also the design form of the slogans also changed. It was found that blue is often used in the slogans of local governments where progressive leaders had been in office, while local governments where conservative heads of organizations are elected often replace slogans using red. On the other hand, through an investigation of the words emphasized in their slogans, it was found that the common goal of local governments, transcending the trends of the times and political stances, is the happiness of local residents. It was confirmed that there is a need to improve the problem of the short life span of local government slogans due to the use of colors and word selection that show similarities with national administration, and to create and manage a viable slogan that can blend harmoniously into the overall city brand and meet the basic goals of regional development and the satisfaction of local residents.