The financing of private education on the magazine pages: advertising speeches on the Brazilian university

ABSTRACT:

In this article, we start from the premise that the Brazilian Private Higher Education has undergone important transformations, becoming an object of consumption and, later, a financial asset. From a semiotic bias of the publicity of institutions of Higher Education, making use of Discourse Analysis as a research method, we sought to prove that this premise is proved by the announcements of the private institutions. As a conclusion, we observe a “bankization” of advertising, with final products for sale that are not classes or diplomas, and contribute to the oligopolization of the educational sector, from the phenomenon of mergers and acquisitions, portrayed and reinforced in the ads.

Keywords:
Higher education; Discourse analysis; Financialization; Publicity