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ERIC Number: EJ893158
Record Type: Journal
Publication Date: 2010
Pages: 12
Abstractor: As Provided
Reference Count: 14
ISSN: ISSN-0737-7363
Attributes Used to Promote Adult Continuing Education Degree Programs in a Metropolitan Newspaper
Solan, Ann M.; Gambescia, Stephen F.
Journal of Continuing Higher Education, v58 n2 p73-84 2010
Commentators in the profession are asking why adult continuing education students seem preoccupied over getting "a good grade" and "finishing school quickly" rather than pausing to consider how the teaching/learning process helps their personal growth and valuing learning for learning's sake. The purpose of this study was to identify, categorize, and analyze attributes used in print advertisements to promote adult continuing education degree programs. We identified the range of attributes used by four-year universities and colleges in their print advertising during a nine-year period, thereby determining a typology of attributes and accounting for the number of times each attribute appeared. The study shows that expediency, flexibility, and convenience are by far the most prominent features attributes used to market adult continuing education degree programs, far outdistancing personal growth and professional development benefits attributes and developing an affinity for learning for learning's sake. Implications for practice are provided. (Contains 2 tables and 1 figure.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Adult Education; Higher Education; Postsecondary Education; Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A