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ERIC Number: EJ942583
Record Type: Journal
Publication Date: 2011-Jun
Pages: 26
Abstractor: As Provided
Reference Count: 75
ISSN: ISSN-0311-2543
To Market, to Market: An Historic Account of How Schools Have Marketed Themselves over the Past 150 Years
Hooper, Carole
Education Research and Perspectives, v38 n1 p1-26 Jun 2011
This article provides an historical account of how fee-charging Victorian schools have marketed themselves over the past 150 years (via the use of advertisements, brochures, and prospectuses) in order to promote those aspects of schooling believed to be of most importance to potential customers (parents). While some of the features--most notably the success of pupils at examinations held at the completion of schooling--have always been emphasised in promotional material, others deemed worthy of attention in the nineteenth century, have now been replaced by quite different features in contemporary advertisements.
University of Western Australia. 35 Stirling Highway Crawley, Perth, 6009 Australia. Tel: +61-8-6488-2388; Fax: +61-8-6488-1052; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Australia