The four college years is the last important developmental period of a young person's life, and what happens then can and often does have substantial consequences. He can be awakened and fired up to develop himself and his talents, he can plod through largely untouched or unenlightened, he can be frustrated and turned off, he can transfer, or he…

Analyzes the rhetorical arguments of admission viewbooks to consider the brochures' effectiveness as communication vehicles. Offers advice to higher education institutions about the production, use, and student reaction to viewbooks. (Author/MKA)

Presents the theoretical basis and findings of a 1990 study that examined the admission materials and documents of four universities from 1975 to 1985 and beyond through 1990. Examines how the criteria for excellence presented in U.S. News and World Report "Best Colleges" rankings affect institutional repositioning. (MKA)

In contrast to technological predecessors, the Internet affords a prospective student with unlimited and uncontrolled access to formal and informal information about any institution. Article provides four vignettes that illustrate what a prospective student can find on the Internet. Discusses the implications of the Internet on the college…