Hispanic Advertising and Higher Education: Using Advertising to Encourage Hispanic Enrollment at WOU

Title: Hispanic Advertising and Higher Education: Using Advertising to Encourage Hispanic Enrollment at WOU
Author: Leslie Martinez
Faculty Sponsor: David McDonald; Gavin Keulks
Date: 6/1/2018
Abstract: Advertising is a powerful tool meant to sway a consumer’s decision to use a product or a service. Typically, this is regarded as negative, but I propose using this tool to encourage aspirations of higher education among currently underrepresented youth with the goal of encouraging undergraduate enrollment at WOU. This thesis examines the current state of higher education among this group and the challenges they face. It also looks at how WOU has historically targeted this demographic and dedicated its services to their success. Lastly, it explores advertising theory in the higher education space and in order to create a custom Mock Campaign for Western Oregon University’s potential use.
Type: Text; Honors Thesis
Department: Honors Program
Keywords: advertising; Spanish; Hispanic; higher education
Language: eng
Rights: Western Oregon University Library has determined, as of 06/01/2023, this item is in copyright, which is held by the author. Users may use the item in accordance with copyright limitations and exceptions, including fair use. For other uses, please ask permission from the author.; http://rightsstatements.org/vocab/InC/1.0/
Identifier: honors_theses/166