University Advertising and Universality in Messaging View Full Text


Ontology type: schema:ScholarlyArticle     


Article Info

DATE

2018-06

AUTHORS

Stan R. Diel, Stephen Katsinas

ABSTRACT

University and college institutional advertisements, which typically are broadcast as public service announcements during the halftime of football games, were the subject of a quantitative analysis focused on commonality in messaging and employment of the semiotic theory of brand advertising. Findings indicate advertisements focus on students’ social lives at the expense of depictions related to an academic focus and that, at statistically significant levels, smaller universities are more likely than large ones to depict their research as having an impact beyond their own campus. Findings suggest that institutions recruit out-of-state students in pursuit of revenue rather than using the advertisements in service of efforts to raise funds. More... »

PAGES

171-183

References to SciGraph publications

  • 2009-03. Message in a Bottle: University Advertising During Bowl Games in INNOVATIVE HIGHER EDUCATION
  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/s10755-018-9421-7

    DOI

    http://dx.doi.org/10.1007/s10755-018-9421-7

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1100483570


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