Purpose: The purpose of this study is to gain insight into the degree apprenticeship labour market and employers' strategies for apprenticeship recruitment using job advertisement data. Specifically, this study identifies the skills, attributes, experience and qualifications that employers look for in IT apprentices. The study also identifies the…

Exclusive boarding schools in social environments where the meritocratic norm is prevalent are faced with a tension between parents' desire to give their children a head start in the competition for educational qualifications, social prestige and jobs on the one hand and the powerful social norm of advancement by merit under conditions of…

Internships are the new rung on the professional ladder. For the most sought after professions especially, they are increasingly seen as a requirement before a young person is offered their first job. However, too often internships are unpaid and not openly advertised. For young people who cannot afford to work for free, and for those who do not…

There has been little research into how children use language play in writing. The unprompted language play of 36 children was investigated through their writing of a short advertisement. The sample comprised three attainment sub-groups from a larger repeat-design study of persuasive writing in the 9-11 age-range. The writing was analysed using…

Within research into children's persuasive writing, relatively little work has been done on the writing of advertisements, how such writing develops in the primary school years and the textual features that help to secure this development. Framed within rhetoric, writing and linguistics, an exploratory study was undertaken in which a standardised…

The aim of this paper was to analyse how teachers and government may differ in their views regarding the qualities required to be an effective middle manager with responsibility for Physical Education (PE). Lines of inquiry were based upon the practices associated with a performative work culture and how this has affected teacher language. There…

Capitalist expansion is predicated on consumption and growth driven by citizens following their individual preferences in the marketplace. To promote consumption and influence consumer wants and desire, propaganda is used to persuade citizens to purchase products using a wide and diverse range of techniques. In recent decades, this has involved an…

Over the past decade the "neuro"marketing of educational products has become increasingly common. Researchers have however expressed concern about the misapplication of neuroscience to education marketing, fearing that consumers may be deceived into investing in apparently "brain-based" products under the misapprehension that…

This paper explores primary school children's ability to engage with "the power of the text" by tackling persuasive writing in the form of an advertisement. It is eclectically framed within genre theory and rhetorical studies and makes use of linguistic tools and concepts. The paper argues that writing research has not built upon earlier…

Students studying Marketing, Fashion, Public Relations, Advertising and similar subjects need to develop a "critical eye" in relation to images, media and digital technologies. This project aims to empower teachers to develop multimedia learning resources that would support students engaging in this essential activity. Developing such…

In the context of the last two years' recession, parents, teachers and administrators seem to increasingly welcome school-business "partnerships" that they hope may help ward off program cuts. Businesses encourage such arrangements because school-based marketing and advertising programs are perfectly poised to "brand" children…

A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London…

The commercialisation of schools is a controversial issue, but very little is known about the actual situation in UK schools. The aim of this study was to investigate, with particular reference to health education and health promotion, commercial activities and their regulation in primary schools in the Yorkshire and Humber region of the UK. A…

This article seeks to contrast two constructions of teachers and teaching in England. The first construction is to be found in government documentation, which privileges a technical-rational approach. The second is to be found in film and advertising for the profession, where the teacher is represented as an altruistic and charismatic subject. In…

The author presents the range of duties expected of deputy headteachers by analyzing the job descriptions for 30 positions advertised in 1982. (MD)