Selling College

     Advertisements are everywhere. If theres a surface big enough in a public place then theres most likely a corporate logo plastered on it, and there isn't an event on television that isn's sponsored by several companies. Just the other day I was watching a sporting event on television in which the halftime break was sponsored by Buffalo Wild Wings. I was at the airport not a week ago where I felt ambushed by corporate advertisements, and even the escalator railings were covered with American Express logos. You would think there would be limits on what could be advertised, and given that a Junior theme topic I am exploring is the modernization of higher education, I found an interesting connection between the two.

     In an article from the Los Angeles Times entitled "College Advertising Campaigns" Zanto Peabody explores the Ad Campaigns behind college institutions. A major aspect of Advertising by colleges deals with catchy slogans and inspiring quotes, but Peabody argues that most institutions lack the catchy and inspiring components of their Ad campaigns. According to the article, Berkeley college in New Jersey advertises that, "A better education means a better career". I will agree that this slogan isn't necessarily false advertising, but by no means does it make me want to apply to this school. Like Peabody's argument, it lacks that "catchy" and "inspiring" aspect that sells people on the school. In my opinion the word "better" just seems a little dull and shy of spectacular, which is what most people are looking for in education. Berkeley is not the only higher institution guilty of poor advertising slogans, Prairie View A&M's slogan states, "Prairie View produces productive people" and the list goes on.

        Why is this modern idea of College Marketing becoming so popular? Robert Sevier, general manager of a marketing firm, believes that, "Broad changes in the student demographics and role of colleagues is behind the dramatic increase in the number of schools engaged in aggressive marketing campaigns". Given the recent boom in technology (specifically the world wide web) and advertising, smaller schools feel they can gain an edge on the number of applications by advertising their education. I think that Sevier has a point when he emphasizes the change in demographics of students these days in contrast to the 20th century. I also think it is interesting to view education at the college level as a sort of product that can be sold and marketed.
Why is it important for Colleges and Universities to market aggressively?
Should their be limits on what should be advertised in American Society?