한국적 감수성과 표상을 반영한 지역 상징 캐릭터 개발 - 서울 상징캐릭터 해치 사례를 중심으로 -

Abstract

Up until now since late 1990s, when the era of local governments began, many of them have tried to gain competitive advantage by creating identity design development which is based on each region's distinctive local features. That indicates that they have taken it as one of the most important issues that each local government should make differentiated identity establishment and attractive image creation with the change of the times of more fierce rivalry among regions and cities. Especially, most local governments speed up introducing local brand and making identical design when the world is competing for cultural dominance which resulted in a great deal of local character development and its application. That is reflective of local governments' strategy and commitment in order to actively utilize the characters as the special media which are easy to empathize and communicate with based on friendly images. However, there are not many examples showing that local governments' characters express their differentiated unique images and be recognized with its worth as a local brand by receiving local people's affection in the long run. Above all, it is important for the local characters to win local people's affection and support to last its vitality through communicating with local people. By doing this, characters could have life force as living existence throughout the public and become representative local emblem, growing as cultural contents equipped with global competitiveness. In order to get the outcome, it is necessary to develop distinctively stereotyped friendly characters representing local people and their culture with Korean sentiment and emblem. This thesis is to find a way to develop more competitive local characters through analyzing Korean sentiment and emblem shown as in traditional korean culture passed down with its focus on public culture and traditional cultural characters as media features and researching its links between them. To achieve this, it intends to propose the specific direction by researching the process of development on Seoul's symbolic character, "Hatch".