Investigating the Construction of Attitudinal and Grading Meanings in University Enrolment Advertisements

In the Case of the Chinese University of Hong Kong and Jiangsu University

DOI

10.2991/978-2-494069-97-8_94How to use a DOI?

Keywords

appraisal system; attitudinal; grading; university; enrolment advertisement

Abstract

The present study draws upon the Appraisal system to compare the attitudinal and grading resources employed by two tertiary institutions inside and outside the Chinese mainland to present how they are evaluated as excellent education options for the prospective students. Findings indicate that The Chinese University of Hong Kong is personal-development-oriented while Jiangsu University calls for social commitment. This research has empirical implications for applying the Attitude and Graduation mechanisms in the design of university enrolment advertisements to build up persuasion power.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuxi Wang
PY  - 2023
DA  - 2023/02/13
TI  - Investigating the Construction of Attitudinal and Grading Meanings in University Enrolment Advertisements
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 744
EP  - 752
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_94
DO  - 10.2991/978-2-494069-97-8_94
ID  - Wang2023
ER  -