Analysis reveals how universities shape institutional identity through strategic language in promotional texts, suggesting deeper implications for engagement.
Key Points
Educational marketing discourse blends informational and persuasive elements, enhancing institutional identity and branding.
The study identifies key features like rhetorical structures and syntactic patterns in promotional texts.
Analysis utilizes genre theory and phonological analysis to map a framework for assessing institutional language.
Findings point to the need for continued research into multilingual promotional texts and ESP adaptation.