ABSTRACT
This chapter offers some practical suggestions for approaching advertising discourse. As schools and universities are being drawn into new capitalist business practices and discourses, they are also compelled to adopt modes of learning and teaching that are in line with these practices. J. P. Gee et al., for example, note that many features of school classrooms, such as their focus on team or reciprocal learning and teaching and the use of modern computer, telecommunications and network technologies, render them very much like new capitalist workplaces. Graduate recruiters look for applicants who provide evidence of having developed a range of skills and abilities required in the workplace. British universities in particular have also sought to enhance their attractiveness globally by embracing opportunities in countries on the fringes of the English-speaking world, particularly in Asia, where the perceived prestige of a ‘British education’ is a highly marketable commodity.
