경상남도 지역을 홍보하는 캐릭터의 활용 연구

Abstract

The regional character is a new urban brand strategy in the region that is losing vitality due to a continuous decline in population. This study investigated the types of regional characters used in Gyeongsangnam-do and analyzed how local governments were utilizing them. The following hypotheses were established to find out how a total of 57 regional characters were being used. First, The more recently created regional characters have a higher frequency of use. Second, the application of regional character will be clearly distinguished depending on the type of design. Third, regional characters with storytelling will remain usable for an extended period. This study found that the frequency of use increases with the more recently created characters. And the difference in utilization was not very noticeable, according to the character's design type. Finally, it was found that characters with storytelling have been used for a long time. The following suggestions are made in this study to activate regional characters. First, it is required to design a regional character that effectively showcases the region's defining characteristics. Second, in order to use a regional character over an extended period, it is necessary to acquire a motif from the culture and history related to the region or to create storytelling based on the region. Third, detailed information about a regional character such as photo zones, places to purchase goods, and events should be available on the website of each local government, making them easily accessible to people. Lastly, it is needed to enhance the accessibility of the public by clearly organizing the regional characters used in each region.