The Marketing of the Liberal Arts: The Rhetoric of Antithesis.

Ragan, Sandra L.; McMillan, Jill J.

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Peer reviewed

ERIC Number: EJ402641

Record Type: CIJE

Publication Date: 1989

Pages: N/A

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The Marketing of the Liberal Arts: The Rhetoric of Antithesis.

Ragan, Sandra L.; McMillan, Jill J.

Journal of Higher Education, v60 n6 p682-703 Nov-Dec 1989

The study examined the rhetoric of the promotional bulletins of 28 liberal arts institutions to describe how these schools are marketing the concept of liberal arts education. Analysis of descriptions of faculty, students, academic programs, and institutional persona yielded a common rhetorical profile. (Author/MLW)

Descriptors: College Environment, College Faculty, Comparative Analysis, General Education, Higher Education, Humanities, Institutional Mission, Liberal Arts, Marketing, Models, Rhetoric, Selective Colleges, Student Recruitment

Publication Type: Journal Articles; Reports - Research

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Audience: N/A

Language: English

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