Logos, Ethos, Pathos and the Marketing of Higher Education
journal contributionposted on 14.02.2022, 15:45 authored by Jemma Oeppen Hill
This article utilises rhetorical analysis as a method to investigate course level marketing communications for undergraduate fashion marketing degrees in England. The purpose of this method is to explore the persuasive appeals of Aristotle’s triad of logos, ethos and pathos, how they are used and how these appeals could differ by university type. 16 course pages were analysed, with the analysis of course web pages shows a clear distinction between ‘types’ of university, with Post 92 institutions relying heavily on appeals to emotion (pathos) and giving more focus to ‘value for money’ that would be a concern to their students. Russell Group and Specialist universities rely more on appeals to ethos (credibility) and logos (fact/data) to market their courses. This research finds evidence of market segmentation, demonstrated through the different use of persuasive appeals to express the course focus, and giving insight to their target audience.
Published inJournal of Marketing for Higher Education
PublisherTaylor & Francis
VersionAM (Accepted Manuscript)
CitationOeppen Hill, J.H., 2020. Logos, ethos, pathos and the marketing of higher education. Journal of Marketing for Higher Education, 30(1), pp.87-104.
Cardiff Met Affiliation
- Cardiff School of Management
Cardiff Met AuthorsJemma Oeppen Hill
Cardiff Met Research Centre/Group
- Welsh Centre for Business and Management Research