Language Play & Marketisaztion
The objective of this question is to assess your understanding of the marketization of English.
Select a student recruitment brochure from any university in Singapore. Examine how the university you have chosen positions itself in relation to the prospective student. Discuss relevant examples from the brochure and explain how they are related to theories presented in Chapters 2, 5, 6 and 7 of the course materials.
In particular, you should examine the following three components as they are used in the brochure :
a. The linguistic forms used in promotional materials in English
b. The role of these linguistic forms in the university recruitment process
c. The function of these linguistic forms in the university recruitment process
You are to prepare a report based on the student recruitment materials you choose. The report should include all THREE (3) components listed above. The three components will be given approximately equal weight in terms of marks allocation.
For instance, you may construct your argument around the following questions :
€¢ What does the brochure communicate to the prospective student?
€¢ How does the brochure communicate with the prospective student?
€¢ What types of judgements do the university’s promotional materials seek to elicit from the prospective student?
€¢ How do the promotional materials provide for counter-reactions from the prospective student, who may resist the message?