Choosing a college is one of the most essential decisions a student makes, and a variety of factors influence that decision, including educational offerings, campus facilities, location, and reputation, to mention a few. However, in the age of mass media and internet marketing, commercials have become an even more powerful force. Higher education institutions, like businesses, utilise advertising to recruit students. They highlight their qualities, accomplishments, and what sets them unique, but how much do these advertisements impact our college choices?
The Power of Awareness
One of the primary objectives of advertising is to influence the public's opinion, and colleges are not an exemption. When an institution promotes, it controls the story surrounding its brand. Whether it's an attractive brochure, an Instagram ad, or a television commercial, the point of view is carefully prepared to project a good and appealing image.
For example, when you see an advertisement portraying cheerful students on a beautifully designed campus, state-of-the-art classrooms, and boasts of excellent placement rates, you may imagine that attending this college will result in a comparable experience. The reality may not always match the image, but the ad has done its job: it has left a pleasant memory in your mind, enabling you more likely to consider that institution.
Emotional Appeal
Most college advertisements use emotional appeal to engage with applicants. They don't just push academic programs; they emphasise the "experience." Ads frequently aim to elicit emotions such as being part of something, excitement, ambition, and a desire for a better future. They produce a story that reflects the ambitions and aspirations of high school kids about to take the next important step in their life.
A video ad, for example, may depict students participating in fun activities, making lifelong friends, and accomplishing their goals. The message is straightforward: "This could be you." This emotional connection can persuade students to consider colleges they would not have considered otherwise, as they begin to associate those institutions with personal development, success, and happiness.
FOMO: Fear of Missing Out.
In a society dominated by social media, FOMO has a tremendous influence on decisions. College advertisements frequently capitalise on students' fear of missing out by highlighting exclusive options such as study abroad programs, high-tech facilities, unusual internships, or celebrity guest lecturers. These advertisements imply that if you do not attend this college, you may miss out on these amazing opportunities.
Students, who are already under pressure to make the "right" decision, are readily swayed by the fear of missing out on a dream experience if they choose another institution. FOMO increases the emotional intensity of the decision-making process, making advertising even more effective.
impact on parents and their families
College commercials target more than just students; parents play an important part in decision-making and, like students, are receptive to advertising. Colleges regularly launch ads to reassure parents by highlighting campus safety, academic quality, and student support programs. These advertisements may emphasise the institution's rankings, experienced faculty, or impressive alumni network.
Parents, who are naturally concerned about their children's future, may be persuaded by these statements, urging their kids to apply to or consider specific universities based on the commercials' promises of stability and success. Ads attempt not just to target students, but also to gain the trust and support of their families.
Social media and targeted advertisements
Colleges increasingly utilise customised advertising to reach out to prospective students as digital marketing has grown in importance. Social media platforms such as Instagram, Facebook, and YouTube enable universities to develop highly personalised adverts based on user preferences, geography, and browsing behaviour. If you've ever looked for colleges online, you've definitely noticed how adverts for various universities appear in your social media feeds.
These personalised adverts are specific to what you like and can have a major impact. If a college ad continues to surface in your feed, it promotes the sense that the university is worth consideration, even if it was not previously on your radar. The frequency of these advertising, along with personalised information, gently raises the possibility that you consider that.
The Importance of Advertising Rankings
College rankings are frequently featured in marketing, particularly for top-ranked colleges. While rankings are an accurate indicator of a college's success in certain areas, advertisements can sometimes instill a false sense of superiority. Seeing "Ranked #1 in XYZ" in huge letters on an outdoor advertisement or online ad might affect your perception, leading you to assume that attending a top-tier university is your only chance to succeed.
However, it is critical to realise that rankings are only one component of the jigsaw. Colleges may thrive in some areas while falling short within others, which are often not highlighted in advertisements. Advertisements might make rankings appear like the authoritative measure of a school's value, but in reality at all, personal fit, program offers campus culture matter just as much, if not more.
Risk of Misinformation or Over-Promotion
While most commercials aim to enlighten and attract, there is a danger of over-promotion. Colleges may highlight their strengths while underplaying or disregarding their flaws. Ads frequently highlight the institution's positive attributes—high employment rates, gorgeous campuses, and recreational opportunities—while ignoring negative features such as overcrowded classes, a lack of personalised attention, or insufficient professional support.
This can result in a distorted perception, in which students base their decisions on insufficient or too optimistic information. Students must look beyond the ads and perform extensive research, which includes college visits, chatting with current students or alumni, and researching reviews.
Are We Really Moved by Advertisements?
While we'd like to assume that we base our college decisions exclusively on objective variables such as academic programs and job possibilities, advertising undoubtedly has a part. Even if you believe you're resistant to marketing strategies, frequent exposure to advertisements—whether online, on television, or in print—can quietly affect your thoughts and choices.
However, the effect of advertising differs from person to person. Some students may be strongly impacted by the advertisements they see, but others might value other criteria such as closeness to home, scholarship prospects, or personal recommendations. What is evident is that commercials are only one part of the decision-making process.
Conclusion
Advertisements do influence our college decisions, however the degree to which they do differs. They shape perceptions, elicit emotional responses, and even provoke FOMO, but keep in mind that advertisements frequently depict the best-case situation. While they might introduce us to new possibilities and emphasise essential aspects, making an informed decision involves looking beyond marketing. Research, campus visits, and chatting with alumni are all important stages in ensuring you choose a college that meets your goals rather than just the one with the flashiest advertisement.