A Content Analysis of College and University Viewbooks (Brochures).

Systematically examined the content and components of college viewbooks/brochures. Compiled findings on: (1) physical components (e.g., photographs and slogans); (2) message content based on school characteristics such as size, type of school, enrollment, location, etc.; and (3) the type of image schools with different characteristics are seeking to portray. (EV)