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홍득표 ( Deuk Pyo Hong ) 연세대학교 사회과학연구소 2012 사회과학논집 Vol.43 No.2
The purpose of this paper is to analyze the slogans found on campaign posters of presidential election. There have been 87 candidates in 1-17th Presidential elections, but 55 slogans are available. Words being used to slogan are Korea, change, economy, people, and trust in order. In terms of slogan pattern, it finds that campaign poster has emphasized mainly on shared values of the people, followed by the candidate himself, and finally the supporters of the candidate. It also finds number of characteristics of the slogan. First, campaign slogan are focused on direct expression to appeal voters instead of retholic, abstract and symbolic words. Second, the slogan shows candidate``s ideal future image of the Korea. Third, slogan has designed to concrete contents. Fourth, slogans are somewhat different from the incumbent to those of the opponents. Lastly, outstanding slogan reflects spirits of times, but words in relation to nation-development are more than those of state-making and nation-building. In conclusion, this paper proposes that campaign slogan has to focus on PR of the candidate and reflection of his political philosophy, as well as providing the framework for overall picture of the national policy.
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