Message in a Bottle: University Advertising During Bowl Games

Alternative Higher Education - Tập 33 - Trang 285-296 - 2008
Michael S. Harris1
1Higher Education Program, University of Alabama, Tuscaloosa, USA

Tóm tắt

Through this descriptive qualitative study of institutional advertisements aired on television during the 2006–2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into question the effectiveness of university marketing and branding efforts.

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Alternative Higher Education

Tập 33

285-296

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