대한언어학회 전자저널

Kim, Jeong Eun & Uhm, Chul Joo. (2017). Marketization of University Brochures in Korea and the US: From a Genre Analysis Perspective. The Linguistic Association of Korea Journal, 25(1), 93-115. The aim of this study is to investigate a generic structure of university brochures in the US and Korea and to determine how universities represent themselves to prospective students. Results indicate that all brochures share in common the rhetorical structures of promotional discourse, advertisements. The differences in the relationship constructed between the universities and the prospective students reside in the school authority and identity. US universities focus on forming personal and solidary relationships and emotional links. However, Korean universities make impersonal relationships and, at the same time, reveal the authority over students. Even though Korean university brochures maintain promotional generic structures, their phraseology still stays in the old fashion. These results suggest that Korean universities need to use more appropriate linguistic promotional strategies to accomplish the purpose of the brochures.

# Marketization of higher education # genre # brochures

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