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Making languages marketable: An analysis of a promotional brochure for prospective students in an Australian tertiary institution
Language Learning in Higher Education Pub Date : 2018-09-25 , DOI: 10.1515/cercles-2018-0018
Riccardo Amorati

Abstract Given the implicit disincentive that the native knowledge of a global language poses to the learning of other languages, improvement in student recruitment in language studies is a key priority for educational institutions in English-speaking countries. This paper explores how a major Australian tertiary institution markets five European languages, by focusing on which characteristics of L2 learning are incorporated in the persuasive discourse of a university brochure and on how these are reflective, more or less deliberately, both of L2 motivation theories and of marketing strategies in higher education. It shows that the brochure creates future L2 visions for prospective students through the description of the cultural and instrumental benefits associated with L2 proficiency, and details how to turn this L2 vision into action, by providing a glimpse into L2 learning experiences and by presenting the University as a reputable and trustworthy institution. The study offers a multifaceted theoretical framework which can be utilised in future investigations on a bigger sample of universities and suggests that re-thinking marketing material for language learning in terms of the creation and operationalisation of future L2 Selves could be a fruitful avenue of research with significant implications for student recruitment.

中文翻译:

使语言可销售:对澳大利亚大专院校准学生的宣传手册的分析

摘要鉴于全球语言的本地知识会对其他语言的学习造成隐含的抑制作用,因此提高语言研究中的学生招募水平是英语国家教育机构的首要任务。本文探讨了澳大利亚一家主要的高等教育机构如何销售五种欧洲语言,重点是在大学小册子的说服力话语中纳入了第二语言学习的哪些特征,以及第二语言动机理论和第二语言动机理论如何或多或少是有意反思的。高等教育中的营销策略。它表明,该手册通过描述与L2熟练度相关的文化和工具利益,为准学生创建了未来的L2愿景,并详细说明了如何将L2愿景转化为行动,通过瞥见第二语言的学习经历,并将大学展示为信誉良好且值得信赖的机构。该研究提供了一个多方面的理论框架,可用于对更多大学的未来调查中,并建议从未来的L2自我的创建和运营方面重新考虑语言学习的营销材料可能是一个富有成效的研究途径。对学生招募有重大影响。
更新日期:2018-09-25
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