• English
    • Welsh
  • English 
    • English
    • Welsh
  • Login
Search DSpace:
  • Home
  • Research at Cardiff Met
  • Library Services
  • Contact Us
View item 
  • DSpace home
  • Cardiff School of Management
  • Welsh Centre for Business and Management Research
  • View item
  • DSpace home
  • Cardiff School of Management
  • Welsh Centre for Business and Management Research
  • View item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Logos, Ethos, Pathos and the Marketing of Higher Education

Thumbnail
View/open
Author's post-print (826.5Kb)
Author
Oeppen Hill, Jemma
Date
2019-11-10
Acceptance date
2019-10-16
Type
Article
Publisher
Taylor & Francis
ISSN
0884-1241
1540-7144 (online)
Embargoed until
2021-05-10
Metadata
Show full item record
Abstract
This article utilises rhetorical analysis as a method to investigate course level marketing communications for undergraduate fashion marketing degrees in England. The purpose of this method is to explore the persuasive appeals of Aristotle’s triad of logos, ethos and pathos, how they are used and how these appeals could differ by university type. 16 course pages were analysed, with the analysis of course web pages shows a clear distinction between ‘types’ of university, with Post 92 institutions relying heavily on appeals to emotion (pathos) and giving more focus to ‘value for money’ that would be a concern to their students. Russell Group and Specialist universities rely more on appeals to ethos (credibility) and logos (fact/data) to market their courses. This research finds evidence of market segmentation, demonstrated through the different use of persuasive appeals to express the course focus, and giving insight to their target audience.
Journal/conference proceeding
Journal of Marketing for Higher Education;
URI
http://hdl.handle.net/10369/10805
DOI
https://doi.org/10.1080/08841241.2019.1683120
Description
Article published in Journal of Marketing for Higher Education on 10 November 2019, available at: https://doi.org/10.1080/08841241.2019.1683120.
Rights
http://www.rioxx.net/licenses/under-embargo-all-rights-reserved
Sponsorship
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
Collections
  • Welsh Centre for Business and Management Research [321]

Related items

Showing items related by title, author, subject and abstract.

  • Thumbnail

    Young people’s use of e-cigarettes in Wales, England and Scotland before and after introduction of EU Tobacco Products Directive regulations: a mixed-method natural experimental evaluation 

    Moore, Graham; Brown, Rachel; Page, Nicholas; Hallingberg, Britt; Maynard, Olivia; McKell, Jennifer; Gray, Linsay; Blackwell, Anna; Lowthian, Emily; Munafo, Marcus; Mackintosh, Anne-Marie; Bauld, Linda (Elsevier, 2020-08-24)
    Background Young people’s experimentation with e-cigarettes has increased in recent years, although regular use remains limited. EU Tobacco Products Directive (TPD) regulations introduced packet warnings, advertising ...
  • Thumbnail

    Nasal Spa®: Nasal douche bottle for cleansing the nasal cavity 

    Cole, Stuart (2007-03-01)
    Product Design for Manufacture. Client: Develops and manufactures nasal and sinus care products for the treatment of sinonasal symptoms. The company is the sole distributor of the Nasal Spa® nasal douche, supplying ...
  • Thumbnail

    Feasibility study on opening a successful luxury handmade Welsh chocolate shop in Cardiff Bay. 

    Cornelius, Rachel (Cardiff Metropolitan University, 2007)
    The Welsh Chocolate Shop' will be based in Cardiff and sell luxury handmade Welsh chocolates, depicting traditional Welsh items e.g. daffodil dragon. Located in the capital of Wales it will attract and appeal to the cultural ...

Browse

DSpace at Cardiff MetCommunities & CollectionsBy issue dateAuthorsTitlesSubjectsThis collectionBy issue dateAuthorsTitlesSubjects

My Account

Login

Statistics

Most Popular ItemsStatistics by CountryMost Popular Authors

DSpace software copyright © 2002-2015  DuraSpace
Contact us | Send feedback | Administrator