Show simple item record

dc.contributor.authorOeppen Hill, Jemma
dc.date.accessioned2019-11-01T14:15:30Z
dc.date.available2019-11-01T14:15:30Z
dc.date.issued2019-11-10
dc.identifier.issn0884-1241
dc.identifier.issn1540-7144 (online)
dc.identifier.urihttp://hdl.handle.net/10369/10805
dc.descriptionArticle published in Journal of Marketing for Higher Education on 10 November 2019, available at: https://doi.org/10.1080/08841241.2019.1683120.en_US
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherTaylor & Francisen_US
dc.relation.ispartofseriesJournal of Marketing for Higher Education;
dc.subjectmarketisationen_US
dc.subjectrhetorical analysisen_US
dc.subjectfashion marketingen_US
dc.titleLogos, Ethos, Pathos and the Marketing of Higher Educationen_US
dc.typeArticleen_US
dc.identifier.doihttps://doi.org/10.1080/08841241.2019.1683120
dcterms.dateAccepted2019-10-16
rioxxterms.funderCardiff Metropolitan Universityen_US
rioxxterms.identifier.projectCardiff Metropolian (Internal)en_US
rioxxterms.versionAMen_US
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/under-embargo-all-rights-reserveden_US
rioxxterms.freetoread.startdate2021-05-10
rioxxterms.funder.project37baf166-7129-4cd4-b6a1-507454d1372een_US


Files in this item

Thumbnail

This item appears in the following collection(s)

Show simple item record