The ongoing massification of higher education has entailed a changing relationship between higher education providers and students. While scholars have been quick to identify the political implications of the quasi-market model for the student-customer, there has been significantly less focus on the role that advertising plays in facilitating a student-consumer culture. This article uses an analysis of advertisements directed towards potential domestic university students in Australia to explore how the idea of a university ‘experience’ and meaningful work are discursively constructed within late modernity. Many advertisements draw on existential themes of living a meaningful, authentic or exceptional life and finding a fulfilling career, mythologising the role of the university within an idealised social order. This study highlights the need to understand the economic value of higher education as embedded in cultural economy, as well as the value of this framework for researching student experiences and marketing.

中文翻译：

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现代晚期的存在主义广告：高等教育广告中的有意义的工作

高等教育的持续大众化导致高等教育提供者与学生之间的关系发生变化。虽然学者们很快就确定了准市场模型对学生消费者的政治影响，但对广告在促进学生消费者文化方面所起的作用却没有多少关注。本文分析了针对澳大利亚国内潜在大学生的广告，以探讨大学“体验”和有意义的工作是如何在现代晚期话语中构建的。许多广告都利用了有意义的、真实的或特殊的生活以及寻找充实的职业等存在主义主题，将大学在理想化社会秩序中的作用神话化。