#GoUniversity: A Rhetorical Analysis of College Branding through University Viewbooks Jazo Moises J641 :: Qualitative Research Methods March 13, 2014
Introduction
Theoretical Framework Narrative Processing Model source factors
message factors
receiver factors
Literature Review storytelling & persuasion in advertising colleges, universities, and branding branding through the college viewbook
Literature Review storytelling & persuasion in advertising colleges, universities, and branding branding through the college viewbook
Literature Review storytelling & persuasion in advertising colleges, universities, and branding branding through the college viewbook
Research Questions 1. What source factors and message factors are present among college viewbooks? 2. What patterns or clusters of these source factors and message factors are present within a selection of viewbooks?
Reflexivity
Method 15 viewbooks
visual (visual rhetoric)
verbal (cluster analysis)
Problems Using two different rhetorical methods because I’m looking at both visual and verbal artifacts - may run into problems What if there are no commonalities? - 15 different “stories� Ignoring the receiving end of the theoretical model - what about the person looking at the viewbook?
Questions or Comments?