Advertisements for Student Admission in Private College

Abstract

This study entitled Advertisements for Student Admission in Private College. Theaims of this studyat analyzing linguistic features of college advertisements critically in terms of lexical and syntactic features and to investigate discursive strategies used in advertisementsfor admission to manipulate students and parents. Fairclough's three dimensional CDA framework was been used in order to achieve the objectives.The data of the study included 100advertisements of private college admission. I used purposive non-random sampling procedure and data were collected using observation checklist the tool of data collection. The data were analyzed and interpreted descriptively and thematically. It was found that the advertisers employed their ideology and maintain power through the use of linguistic features and demonstration of pictures. Personal pronouns, adjectives and noun were used as lexical features as well as questions, imperatives, code mixing, verb less sentences are used as syntactic features. The study also found that the advertisers used several discursive techniques like use of affiliation, celebrity endorsement, numbers, popular names, slogans and attractive pictures. This research studyconsists of five chapters. The first chapter deals with introduction including background of the study, statement of the problem, objectives of the study, research questions, significance of the study, delimitations of the study and operational definitions of the key terms. Second chapter deals with review of related literature and conceptual framework which consists of review of related theoretical literature, review of related empirical literature, implications of the review for the study and conceptual framework. Third chapter deals with methods and procedures of the study including design of the study, population, sample and sampling strategy, research tools, sources of data, data collection procedures, data analysis and interpretation and ethical considerations. Similarly, Fourth chapter deals with analysis and interpretation of data. Likewise, Fifth chapter deals with conclusion, findings and implications follow with references and appendices.