Exploring advertising in higher education: an empirical analysis in North America, Europe, and Japan

Abstract

This empirical study explores higher education advertising campaigns displayed in five world cities: Boston, New York, Oslo, Tokyo, and Toronto. The study follows a mixed-methods research design relying on content analysis and multimodal semiotic analysis and employs a conceptual framework based on the knowledge triangle of education, research, and innovation. The study reveals that education is overwhelmingly the strongest element emphasized across the five cities and that students constitute the most salient and central element in the majority of the advertisements.

Keywords:

• advertising
• competition
• knowledge triangle
• marketing
• mixed methods
• visual methods