According to my books on brand discourse (Marrone, 2007) and languages of the city (Marrone e Pezzini eds, 2008), considering a city as a brand from a semiotic point of view means: (i) examining the discourse on the city held by different media, each one considered in its own specificity and autonomy as well as in the ways they intertwine with each other; (ii) examining the discourse held by the
... [Show full abstract] city itself using its own languages, heterogeneous in their substance but coherent in their form; (iii) examining the way in which these two levels mix in citizens/consumers' concrete experience of living and reading the city (and making a brand of it). In order to introduce such a thesis, this article proposes the textual and discursive analysis of a specific case: two advertising campaigns about Palermo city in which the generic message of "renewal" is conveyed by different kinds of discursive genres (journalistic, institutional, spatial), whose confusion at first sight seems to generate semantic vagueness. This sense effect vanishes when the underlying level of narrativity is being considered - both on utterance and on enunciation level - discovering a common deep narrative (subjects, anti-subjects, values, programs and counter- programs) that gives coherence and meaning to the whole. As a matter of facts, the city emerges as a brand, a sense effect given by: (i) all the different discourses held about and by it, (ii) the narrative background in which these two discourses create both contractual and conflictual relationships between them.