Honors Senior Theses/Projects

Date of Award

6-1-2018

Type (DCMI Terms)

Text; Image; StillImage

Exit Requirement

Text

Department

Public Policy/Administration

Faculty Advisor

David McDonald

Language

eng

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.

Rights Statement

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