Abstract

Library Week was established in 1964 and has continued without interruption for 56 years. It has grown to become one of the largest and most important activities within the library field today. The Korean Library Association publicly selects slogans to be used for Library Week publicity purposes and their poster advertising campaign. A study and evaluation analyzing slogan contents was performed to determine the overall effects of these slogans on the public and provide suggestions for more effective and focused slogans as part of a branding strategy. To achieve this purpose, the contents of 116 official slogans of the library week were analyzed according to the linguistic techniques and key words suggested by Young-Jun Park (2001). As a result, there were 103 slogans (88.79%) composed of only 'Korean characters'. And the key scoring type with the highest number of hits was the word 'sentences' 46 units (39.66%). Furthermore the word in the slogans resulting in the highest number of hits was 'library' with 111 units (96.52%). Therefore, it can be said that most of the weekly slogans of the library are 'sentence type' consisting of 'Korean characters' containing the word 'library'.