%0 Journal Article
%T Graz kulturhauptstadt europas 2003: textuelle und sprachliche strategien bei der Repositionierung der imagefaktoren
%A Iris Jammernegg
%J Studi Linguistici e Filologici Online
%D 2005
%I 
%X The following work investigates how the marketing strategy created by Graz ¨C cultural capital of Europe 2003 has been realized on the linguistic-textual level. Graz caught the opportunity offered by its nomination and the correlated great event of modifying deeply its traditional image and positioning the new brand worldwide. Graz needed a unique profile; it had to change former image factors like ¡°dreamy ¨C quiet¡±, ¡°off the road¡±, ¡°unknown ¨C in the shadow of other Austrian cities¡± into completely new attributes: self-confident, quick, creative, surprising, intelligent, exacting, ironical. The target groups should identify these qualities not only with Graz as a cultural centre but also with its political and economical pheres. Examining a chosen corpus the paper analyses which kind of texts should transfer the new image, which textual and linguistic strategies were applied, which differences they present in comparison with former publications.
%U http://www.humnet.unipi.it/slifo/index.html