Publications

Publication details [#49150]

Osman, Hajibah. 2008. Re-branding academic institutions with corporate advertising: a genre perspective. Discourse & Communication 2 (1) : 57–77.

Publication type

Article in journal

Publication language

English

Keywords

academic language | advertisement | brand name | commercial language | genre

Place, Publisher

SAGE Publications

Annotation

This paper discusses how public Malaysian universities re-brand themselves, employing the findings of a structural-textual analysis of their corporate brochures. The communicative functions of public Malaysian university brochures appear to be more promotional than informative.