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ERIC Number: EJ1061779
Record Type: Journal
Publication Date: 2015
Pages: 12
Abstractor: As Provided
Reference Count: 37
ISBN: N/A
ISSN: ISSN-1358-3883
Exploring Advertising in Higher Education: An Empirical Analysis in North America, Europe, and Japan
Papadimitriou, Antigoni; Blanco Ramírez, Gerardo
Tertiary Education and Management, v21 n2 p99-110 2015
This empirical study explores higher education advertising campaigns displayed in five world cities: Boston, New York, Oslo, Tokyo, and Toronto. The study follows a mixed-methods research design relying on content analysis and multimodal semiotic analysis and employs a conceptual framework based on the knowledge triangle of education, research, and innovation. The study reveals that education is overwhelmingly the strongest element emphasized across the five cities and that students constitute the most salient and central element in the majority of the advertisements.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A