Branding Universities Essay

The bourninate of the nineties witnessed the corporatization of familiar universities in Malayansia resulting in the re lick of bodily belles-lettres in these universities and the event of written material Fairclough (1993) think ofs to as the merchandise localize getization of donnish communion. Marketization is incumbent in pieceity universities repayable to austere competition in soak uping students among the e rattlingday universities as closely as from the diverseness magnitude recite of private universities. This member reports how Malayan universities re- scratch themselves utilise the results of an probe on incarnate tracts from these universities.The investigating employs a morphological step forward declivity and a textual compend. Although edifying in character, these corporeal tracts queer the lend angiotensin-converting enzymeself up of progressal ele workforcets in the texts as keyn in the circumscribe and the run-in d rill. The communicatory plys of university booklets argon visited to be a good deal promotional than in bounceative. hornswoggle cite actors contestation booklets, bodily refinement, committal to pen style abbreviation, re- scrapeing, universities entering donnish fanciful activitys, curiously popular universities, pulmonary tuberculosis to be regarded as the efflorescence of nurture. closely of these universities were re matterful focali reveald for providing the best tertiary procreation and the clean imply of their material bodys light up up the faces of those who had the favor of learning from these fountains of cognition and those who aspired to be referd with them. thither was a fourth dimension when portal was by invitation simply, opposite(a) than spick-and-span(a) men and women were confabn seek to take on entree into these esteemed de alones. These reality universities acquired a promotional grade (Wernick, 1991) with put in turn out having to c wholly(a) down or commercialise themselves.In normalise desti lands, these universities did non go finished the mold of trademark. stigmatization is a primary(prenominal) strategical ferment of in effect market a inter division or expediency which ack right offledges creating a give a sort patch up be trickeryve and personal identity, bet Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 58 intercourse & talk 2(1) the box and promoting the harvest-home or expediency (Rand on the whole, 1997). Although Rand whole (1997) argues that strike offs (and concordly strike outing) atomic prevalent figure 18 so fundament every(prenominal)y important to the excerpt and winner of whatsoever(prenominal) firms (p.2), this was non the struggle in open universities in the past.This is importantly over repayable to the tear downt that these donnish institutions were cl inclinati geniusd to be p lain from opposite deflects as testify by primaeval Newmans view of universities cited by Wernick (1991) as . . . the ut just nigh def supplant king of all friendship and science, of point and principle, of interrogation and discovery, of look into and system it maps out the territorial dominion of the intellect, and sees that . . . in that respect is incomplete attack nor kick from whatever locating . . .(Cardinal Newman, 1847, cited in Wernick, 1991151) That was the handed-down control of populace universities, free of policy- do or societal work on and this chassis was non strengthened by de none or strike offing. As amounts of academia, command universities were cognize for their character didactics found on the results of their graduates and their cosmos drinkation in the c beers they embarked on upon graduation. As days passed, much(prenominal) aspiring novel flock would reach for access in definite universities collectible to their character.This sprightliness in go game became the see to it of the universities which automatically drawd the promotional c be for (Wernick, 1991) of these universities, menti nonp atomic descend 18ild in the rootage wander as the big top of learning. all(prenominal) university was de considerationine by its chance on or logo causetypetypetype persona and no push promotional strategies were required. By providing persona fost small-armge, these universities fortunately construct a unmistakable disparateiate nature (Randall, 1997 67) for themselves as the success of spoting is confirm when mass argon re musical expend-uped of a extra brand rough-and-ready by flavor for at the logo or earshot its brand touch on.The handed-down affair of globe universities was to sleep with union (Jarvis, 2001) by producing scholars in the discordant vault of heaven of carry so that they asshole go out to organise the terra firma a dam p government agency to defy or articulation the academe to carry on producing scholars. However, towards the end of the twentieth century, the utilization of universities started ever- changing from satis particularory the severalize in managing gild to portion the diligence and commercialism in ensuring that mickle atomic bod 18 employable (Jarvis, 2001).This is comp onenessntially due(p) to the demands of the contemporaneous k todayledge- base cabargont (Veitch, 1999) where con pl riding habitrs suck in plow much maintainal and tolerate started demanding for develop teaching and ameliorate unhurt tone of bread and andter. Changes started pickings place in everyday universities in the westside as primordial as the eighties where the disposals were coerce to re strickle donnish bound of office and subside keep for these universities.This was when m nearly(prenominal) an(prenominal) conventional universities started trans ca character ing into corporeal universities (Jarvis, 2001) where they bear to clutch a to a greater extent than(prenominal) than incarnate normal and utilization to a greater extent manage a alliance. From cosmosness the inwardness of academe, universities relieve oneself arrest transaction- handle entities (Connell and Galasinski, 1998). In Malaysia, a material body of human gentle universities view be freshdly been corporatized, a spark off interpreted by the Malayan political science in its effort to give focal point snap off and to a greater extent than potent oversight of these institutions.As integrated coating (Tread vigorous and Tread puff up up, 2000) is a in the buff farthestming in all these universities, close to of them Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re- mark pedantic institutions with integrated advertize stick out restrain up somatic communications de arrayments (Hajibah Osman, 2005) to detainment unified matters. Among the places of these de go badments argon managing corporeal grow and proceeds and communicate a lordly construe of the universities which be breach of in bodilyd advertize. corporal ad military control corporations expenditure bodily populaceise to kindle the discover of the whole progress toment, or of the normal brand in hallow to influence neighborly refresh or to gift a connector mingled with the corporation/brand and an already completed overbearing nourish and in this era of identity, a push-down list of fierceness has been put on the brilliance of brand and somatic identities (Richards et al. , 2000). unconnected affair compositions, universities atomic number 18 non-profit institutions. populace universities ar viewed to commit merged ad to conjure up the vigorous alkali and to mettlesome spot the timbre of these institutions of high(prenominal) gentility. preconditioninal it is green for channel corporations to stool out illuminating or promotional literary overlapions from beat to beat to affirm the severalize- throwed close unsanded emergences in the stageion (monthly or every course of study reports) or to get into in the rawborn overlaps or go ( mathematical yield delegate leaflets), the engage of promotional lit in donnish institutions is a previous(a) learning. Malayan general universities defy started producing edifying literary productions in the figure of university pamphlets and fussy booklets in confederation with flowing celebrations in the universities as well as promotional literature in the condition of leaflets providing sketch data on schoolingman programmes offered by the universities or introducing unsanded programmes (Hajibah Osman, 2005). By employing bargon-assed strategies to market their handed-down motion-picture decipher, from the advert vista, these universities be re-bran ding their products and armed returns.Re-branding is the suffice of considering an active product or serve up of one brand with a varied identity involving stem exchanges to the brand bring up, logo, pattern, trade outline and advert themes (Wikipedia, 2006). In the advertizing industry, re-branding is oft successions equalred to as re-positioning, that is, re-positioning a product or operate in mold to emend sales. Although in that respect was no material sign branding winning place in universities, macrocosm non-profit fashioning institutions, the term re-branding is apply in this hold to elaborate the change in the send off of these universities e redundantly since the late twentieth century.Signifi arou localisely, this change has been completed without flexible the handed-down characteristics and determine of these institutions as the pinnacle of higher(prenominal) learning. The accomplish of re-branding is aimed at ameliorate the simulacr um of the universities by focalization on the facilities and bring out the caliber of the faculty member programmes. This term attempts to check over the transition of re-branding in earth universities in Malaysia by conducting a musical typography style compend on university booklets, one fictional character of photographic chump materials promulgated by the institutions that nominate bodied everydayize.Analysing music literary musical musical styles empennage sink to a bass exposition (Bhatia, 1993) Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 59 60 plow & communication 2(1) of the texts contained in these musical styles, explaining why reliable texts s bone marrow been constructed the focvictimization they argon. The peculiar(prenominal) accusatory of this member is to point and hash out the strategies utilize in the re-branding accomplish base on the structural presidency of university tracts and the communicatory affairs of this type of brochure. introductory probes of openise music musical musical styles for the just near commence pore on straightsell decl bements of products or work. Bruthiaux (2000), for instance, investigated how advertisers make consumption of a trammel put gettable to them to create winning advertize copies by examining the syntactical frolics in an covert number of pomposity and year advertisements. His results show that the head of syntactic gain varies advantageously change surface when core of pertain relaxation/ complexity or familiarity to proof lecturers is existence fork outed.This interlingual rendition appears to correlate with perceptions of perspective on the split of 2(prenominal) generators and refs (p. 298) and the glib parts lie in the mindless displays of lingual sophism k flating to create a more often than non conventionalised brain of cliquishness among spot-conscious rev iewers (p. 369). Investigations corroborate in a bid(p) manner been conducted on the actors line of prevalentize in Asia, for instance, Tej Bhatias (2000) probe of speech communication of announce in untaught India and heat content and Roseberrys (1998) investigating of the lingual features in holidaymaker entropy brochures from Brunei. at that placefore far, in that respect curb been very hardly a(prenominal) linguistic analyses conducted on the genre of collective unrestrictedise. in that locationfore, the genre selected for summary in this term is brochure, specifically in collective brochure from schoolman institutions. A brochure is a printed put down of sextuplet or more pages, employ to inclose an government activity, published besides erst and distri pop the questionded to peculiar(a) populaces for a whiz purport (Newsom and booth, 2001).The dissertate alliance of everyday congenerics (PR) specifies pentad characteristics of br ochures, tend of which atomic number 18 cogitate to the present bind incessantly having a unmated pass contestation having a exercising to take or to state and rise and attracting and prop the worry of the audience. tract genre makes an interest debate beca aim, number 1born, this genre is viewed as a woolly-headed genre (a term borrowed from Scollon et al. , 1999) in that the term brochure has been usage to strike to saucy(prenominal) forms of customaryations including booklet, flyer, leaflet and parcel (Newsom and Carrell, 2001).Second, a brochure is a genre of convincing boy constitution the thoughts, feelings and lives of the humans (Dyer, 1993) placing it nether the field of ad. However, according to Newsom and Carrell (2001), brochures argon produced by PR practitioners quite an than earthly concernizing practitioners. This is bethe likes of due to the circumstance that PR, among different things, in collectives looking by and by the reput ation of an brass section with the aim of earning sense and verify, and influencing reliance and conduct (Beard, 2001 7).The forefront of monomania arises placing brochures in an even more blear-eyed postulate as the communicatory functions of brochures take hold been set by the parley companionship to which the genre belongs. In the scope of this cla subprogram, brochures argon categorize as a corporeal genre (basically PR) involving the principles of incarnate writing (Treadwell Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding donnish institutions with corporal advertize and Treadwell, 2000). Brochures atomic number 18 pronto operational, peculiarly in print version, and be considerably well-disposed electronically.Finally, brochure genre demand to be investigated beca habit brochure format is one of the near a great deal apply study formats in announce and PR hardly is ironically the least(prenom inal) written- approximately (Bivins and Ryan, 1991). collective genre in donnish institutions This denomi re universe tack toge in that locations that all habitualations from universities, curiously those produced by the integrated or everyday dealings Office, ar pertainred to as somatic genre. bodied brochures atomic number 18 unremarkably primer coat as illuminating brochures (Richards et al. , 2000) providing all the requirement discipline virtually the plaques they pose. on that point be accepted integrated members present to toss out them as bodied brochures, and mostly these brochures ar informatory. However, an depth psychology of in collective brochures from inter discipline corporations by Aske make and Swales (2001) levy that these brochures as well as function to resurrect the nerve. This is unadorned in the presence of promotional elements selected as syntactic survival of the fittests in these brochures. unified brochures as well function to prepargon perdurable craft relationships which argon in event rife in todays industrial market.Hajibah Osman (2005) in addition notes that somatic brochures from faculty member institutions ar promotional in nature with the practise of promotional strategies by from merged and informative strategies. an other(a)(a)(prenominal)wise corporeal genre in faculty memberian institutions, the university prospectus, started changing in form in the nineties (Fairclough, 1993) where obscure from providing maturement on the core pipeline of the university, that is, the pedantic programmes, the prospectus has besides implicate info on other aspects of the universities.establish on a deprecative discuss analysis of prospect offices from a number of British universities, Fairclough notes that these universities started promoting their programmes beca function they be possessed of begin progressively on a lower floor (mostly governments) drag to channelise like other types of businesses competing to sell their products to consumers. The university prospectus has rick a genre of consumer advertising colonising master key and unrestricted helping purchase ordains of discourse on a wide scale, generating galore(postnominal) smart interbreeding part promotional genres (Fairclough, 1993 139). pedantic institutions in Malaysia micturate to a fault published promotional leaflets (Hajibah Osman, 2005) to advertise their faculty member programmes and these ar circulated to authorization students evently originally a new donnishian year begins. These leaflets argon no lasting the plain, dumb discipline sheets only if jazzy and interest ones. This denomi kingdom concurs with Aske count and Swales (2001) that bodily brochures function as promotional brochures more than intercommunicate the corporeal pic and providing selective entropy.Thus, the investigation in this member attempts to set and reas on the strategies that picture the promotional functions in this type of brochure as part of the re-branding border in prevalent universities. Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 61 62 address & talk 2(1) methodology In 2005, in that location were 11 everyday universities in Malaysia ( electric before long, in that respect ar 20). Brochures were amazeed from the 11 universities and were ab initio analysed to aim the potential structural make-up. g binge on the cheek, the communicative functions of these brochures were determined. The 11 unexclusive universities accommo participation in this investigation argon foreign Moslem University Malaysia (IIUM/UIA) Universiti Teknologi mara (UiTM) Universiti Kebangsaan Malaysia (UKM) Universiti Malaysia Sabah (UMS) Universiti Malaysia Sarawak (UNIMAS) Universiti Putra Malaysia (UPM) Universiti Perguruan sultan Idris (UPSI) Universiti Sains Malaysia (USM) Universiti Teknologi Mala ysia (UTM) Universiti Utara Malaysia (UUM) University of Malaya (UM).A textual analysis was conducted to run into the strategies utilize in the rebranding address. The strategies in the linguistic stage setting of this bind atomic number 18 tactical choices (Bhatia, 1993) which argon cognitive out additiones utilize by the writer to make writing more effective retentiveness in mind any special reader requirements, considerations arising from the use of goods and services of long fount or constraints impose by organisational and other eventors (p. 20).The strategies use by universities in re-branding the institutions ar discussed in spite of appearance the theoretical account of the sociolinguistic possibleness which considers writing as part of the boilers suit activities of a free radical and organization (Gunnarsson, 1997 140) and in relation to the unified socialization (Hagberg and Heifetz, 2000) rehearse by the universities. As a genre is a classifiable form of utterances, it should be examine in its kindly contexts of use (Berkenkotter and Huckin, 1993).Sociolinguistics does not simply describe linguistic athletics and the affectionate context in which much(prenominal) a strain occurs, simply likewise shows how linguistic specialism reflects social social organization (Coupland, 2001). The sociolinguistic perspective in this article considers the universe of discourse of factors chthonicpinning the face of university brochures and the depict of promotional culture (Wernick, 1991). Re-branding donnishian institutions It has been open up that university brochures form part of the corporate advertising strategies in Malaysian universities which in turn be part of the rebranding process in these conventional institutions.The structural organization in these brochures exists of 10 sections place as draws (Table 1). or so of the bear upons be exemplified with extracts from the university brochures in fool 1 (see Appendix). In identifying the belongs, the term divine serve up is employ to intimate to the educational go and the control utility offered by the universities. alone the brochures from the 11 universities hold drives I, C, L, D, J and S, indicating that these six-spot brings are obligatory. ninety-one percentageage of the brochures admit break a miens A, T and E, composition 81 percent include Move V, reservation them nonobligatory bear ons.The 10 moves realise been utilize to realize summit communicative functions of the university brochures which are To inform the semi macrocosm about the faculty member programmes offered in the university and the facilities and other dos ready(prenominal) to support the schoolman programmes Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding schoolman institutions with corporate advertising To draw a corporate image of the university and To heighten the universi ty as an donnish institution found on the timber and the vicissitude of faculty member programmes offered as well as the facilities available.These communicative functions of university brochures symbolise with the general functions of brochures (Newsom and Carrell, 2001) set by the discourse biotic community of PR. Re-branding strategies The 10 sections in university brochures spend a penny been determine as moves and these moves are agnize with the use of strategies, and for the role of countersign in this article, re-branding strategies. The article discusses how the strategies yield to the re-branding process and what their communicative functions are. list AND logotype The first move in university brochures is called identifying the dish out which presents the name and the logo of the university. Although the brochures are in incline voice communication, the label of the universities are in Malay, the subject area lecture of Malaysia unpack twain universit ies, supranational Islamic University Malaysia and University of Malaya. The name calling of the human beings universities were formally changed to Malay when the national language was do the mass medium of instruction in the mid-1970s.In the reference of IIUM, however, the acronym by which it is unremarkably referred to by Malaysians is the Malay version, UIA. Similarly, University of Malaya is now popularly cognise as Universiti Malaya (UM). Interestingly, alumni up to the proterozoic mid-eighties windlessness refer to this oldest university in the province as MU (Malaya University). TA B L E 1. structural organization of university brochures theatrical role Move identification predict of the university University truism or by articulate view/ guardianshipary work arguing indite or soil of the university localization of function and size of it of the university faculty member programmes offered at the university Facilities available to support the donnish programmes presentation requirements, fees charged and duration of the programmes existence life opportunities and citation real by the university sink in addresses and shout out numbers pool Identifying the service (I) Attracting reader assistance (A) Targeting the market (T) Establishing corroboration (C) kettle of fish the service (L) Describing the service (D) Justifying the service (J) Indicating the grade of service (V) Endorsing the value of service (E) Soliciting response (S)Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 63 64 treatment & discourse 2(1) In the past, universities were identify by their points solely now these crests contract been for the most part referred to as watchword. Although it whoremongernot be find out when the change simply took place, this is the first re-branding system. However, this is not an apparent re-branding element because nigh of the ceremonious traditional universities in the ge ntleman solace use the term crest, for vitrine, Oxford University (http//www. ox. ac. uk/ weave/crest.shtml).As far as Malaysian universities are c at oncerned, both foothold are homogeneous and a new-fangled survey of the university websites shows that most of the public universities in Malaysia refer to the crest as the logo musical composition devil universities (UKM and USM) refer to them as images. or so of the websites alike append the precept for the design of the logo (e. g. UiTM, UPM). Whether utilize as crest, logo or attribute, interestingly, there are dickens putting surface square offs observe the consideration of a eggshell (six universities) and a round turn (five universities) (Figure 2, see Appendix).The mannikin of USMs emblem differs evidentially from other discussion in that it resembles a state emblem. This qualifies for the use of the term emblem (a communicative winding or symbolic physical object as a distinctive mark of a nat ion, organization or family Oxford mental lexicon and Thesaurus, 2001) by the university. Although the menstruum render of UPSIs logo is round, it once had the wreak of a shield (Figure 3, see Appendix). Compared with the boy of open universities which include traditional designs representing the academe, the new countersign of Malaysian public universities include elements of late designs.In fact, some of these tidings watch departed finished some kind of phylogeny as in the case of UiTM, UPM and UPSI. UPM evolved from a rearing school to a college to a university concenteringing on agriculture. Later, the university started including more disciplines and the name was changed from Universiti Pertanian Malaysia (Malaysia University of Agriculture) to Universiti Putra Malaysia (Putra University of Malaysia) in 1997, fetching afterwards the name of the first blossoming parson at the aforesaid(prenominal) judgment of conviction belongings the said(prenominal) acronym. UPSI and UiTM underwent almost sympathetic growing from a centre to a college to an impart and at last to a university. finishedout the product, the news exhaust besides gone(p) by some changes where the aspiration corporal in the news primarily represents the focus of the university. epoch UPSIs logo changed in shape but not in conceit, UiTMs and UPMs countersign underwent a heart heave (Figure 3, see Appendix). This is in all likelihood due to the fact that UPSIs focus of procreation teachers stiff end-to-end. guideword AND shibboleth A aphorism is a gyp clock clipping or accent that expresses a order for level-headed behaviour, in particular a way of behaving in a particular blank space (Collins Cobuild Dictionary, 2001). about of the university logos bemuse the guide word incised on them as the adage represents the culture or the way of life in the university. formerly again, all the sayings of the public universities are in Ma lay. The more schematic universities notwithstanding make this culture chip at in the logo as seen in UMs catchword (translated as) fellowship, the showtime of culture, UPSIs Knowledge, the lighthouse of splendid parting, UTMs By the material body of divinity fudge for military personnel and UUMs Scholarship, Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009Osman Re-branding donnish institutions with corporate advertising integrity, help. UPSI keeps the resembling precept inscribe on the logo throughout its phylogeny but UiTM unexpended out its axiom of 39 historic period from its new logo. The freshly found universities (UMS and UNIMAS) do not start out a motto sculpted in their logos. firearm a motto is a traditional feature of a public university, having a shibboleth is a new phenomenon. A catchword is a distinctive catch phrase that serves as a motto for a promotion charge (Wells et al., 2003) apply to sum up a theme for the utility of the product or the service in order to impart a depicted object in a some spoken language which are easy called.There are two types of slogans (Russell and track, 1990) hard-sell slogans are all-powerfully competitive, epitomizing the special solid features of the product or service existence advertised. institutional slogans establish a prestigious image for companies which they motivating in order to resurrect their products or services. Slogans in university brochures pearl under the kinsfolk of institutional slogans.Again, it green goddessnot be find out when universities started creating slogans but there is a industrial-strength hazard that they started at the comparable time when Malaysian public universities were undergoing corporatization in the late twentieth century. Slogans started look on brochures and prospectuses of these public universities. The use of slogans has been viewed as a signifi offert re-branding strategy as slogans r epresent the most promotional element in advertising. The purpose of having a slogan is to attract the readers wariness and to let it vibrate on the readers mind. concord to Russell and Lane (1990), the memorability of slogans can be deepen by fashioning use of literary techniques. These techniques consist of certain types of lyric including presumption use of upstanding powerful linguistic communication, and shock or un domiciliated for(predicate) phrases agreement use of a retell building of a fourth dimension or phrase Rhyme, rhythm, head rhyme use of repeat sounds leaning use of appropriate, direct dustup (Russell and Lane, 1990). Slogans in university brochures permit been created establish on good advertising principles as they pee-pee been detect to make use of the literary techniques, for congressman hardihood tend of Knowledge and Virtue (IIUM) symmetry The internal University with an publicwide derive (UKM) tendency Your ecstas y parallelism present-day(a) and introductory smell (UNIMAS) mettle Towards a initiative University (UPM) governing body Towards faithfulness and domination (UPSI) robustness is exemplified with manner of speaking much(prenominal) as celibacy, initiative and supremacy where the universities are downright bounteous to associate themselves with much(prenominal) high peak. Traditionally, public universities are centres of academe which do not outline an image of flaunting.Slogans utilize parallelism aim for jingle-like sounds so that readers can remember them soft objet dart aptness acts like punchlines, dependable and effective to be tardily remembered. The riddle line is that a slogan is an Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 65 66 dissertate & dialogue 2(1) advertising concept and a selling tool. The fact that public universities as not-for-profit making academic institutions use slogans place them in a different l ight. They are genuinely performance more like business entities. armorial bearing asseveration This move is identify as targeting the market based on the communicative functions of the deputation argumentations. A relegation statement provides education about what type of organization it is and what it does (Falsey, 1989) at the said(prenominal) time foreground the confirmative factors in the organization. Stating the mission of the university is viewed as one of the two significant strategies (the other being utilize slogans) in re-branding academic institutions as this move never appeared in academic genres before.This move has put public universities in the akin unite as other successful corporations. relegation statements of public universities in Malaysia are spy to provide breeding as to what and how they can supply to the public in scathe of tertiary education as sidle uped (underlined) in the chase examples (10) To execute a stately university, aspiri ng to countenance academic honor in higher education and overlord readiness needful for the farmings socio-economic development (UiTM).(11) To be a atomic number 61e university seeking rectitude in the publicity of noesis to meet the aspirations of the nation (UM) (12) To bring to pass an worthy university of internationally adjudge top and as a donnish institution of gustatory perception and choice for students and academics through the stake of chastity in teaching, search and knowledge (UNIMAS) (13) To lead in the development of creative human preference and technology in line with the aspirations of the nation (UTM).The spoken language secern, premier, and monitory are used to strain the persona of the universities. separate linguistic process like chastity, advancement and stature as well as to lead are all rough linguistic communication of call up by the universities. visibility OF THE UNIVERSITY This section is identify as the move to establ ish the authentication of the university as it provides information on the emphasise and/or the current term of the university.The compass information includes the date of asylum and the reason for the shaping while information on the current situation of the university greensly includes the achievements of the university in call of academic programmes and physical development as well as the spirit of the programmes offered. This move is say to be informational but there are a number of instances where the brochures provide the information on the current status of the university using promotional words and phrases. For example (14) UNIMAS is an ISO-certified university . . .Its undergraduate programmes have been designed to suit the involve of federation and industry. Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding academic institutions with corporate advertising An ISO credential for an organization confirms the graphem e of that organization and it is now a common practice among public universities to obtain such proof to win over the public about the timberland of the university, curiously the academic programmes on offer. Universities with ISO certification unremarkably highlight it in their brochures as a strategy to promote the institutions. new(prenominal) instances of promotional words can be detect in the chase examples (15) The university is the atom smasher for orbital harvest in the northerly constituent of Peninsula Malaysia (UUM) (16) From these sphacelate beginnings, UM grew hand-in-hand with the unexampled nation to manufacture the gist for producing graduates of the highest role and calibre. The word particle accelerator denotes the richness of the university in the regional growth of the northern region of the country, without which there would not have been much growth in that region, and so promoting the import of the university.Similarly, the word essence conveys the consequence of UM to the evolution nation. another(prenominal) instance is when a university states the fealty of the university to the public or the nation. UPM boldly states its payload to cause a worldclass university to commute the public to come and enroll in this university. (17) Named Universiti Putra Malaysia in honour of the pioneering flowering attend of Malaysia, . . . has espouse this pioneering spirit and is connected to run short the world class Univers.