Das textuell vermittelte Deutschlandbild 2006

This paper aims to investigate by which linguistic and textual strategies the marketing strategy conceived by the federal government for Germany 2006 – World Soccer Championship tried to reach its goal of promoting the nation brand with their international publics, paying particular attention to its image as touristic destination. The following aspects will be analysed: - Are the textual strategies used apt to win the weakness threatening succeeding in touristic purposes as revealed by the Anholt Report 2005, that means the Germans’ frozen distance perceived by international publics? - Are they indicated for conveying the central claim “Germany – Nation of Ideas”? - Do they create synergetic effects in cooperation with other great events realized like the soccer world championship? Are they flexible enough to fit to further events or to regional or city marketing strategies already realized by different public and private actants? The corpus analyzed consists in the online communication of various public institutions and selected links.