Abstract
The objective of this study is to find effective methods for creating catchphrases or sales copy in the VI (visual identities) of national and public universities. A study of university advertising confirmed the scarcity of national and public university cases. With regard to the content of catchphrases, the only trend was for the noticeable use of the words “future” and “global.” Next, the use of sales copy and logos as a set appearing side by side on websites was investigated. The results were: 5/86 (5.8%) for public universities; 7/85 (8.2%) for national universities; and 77/610 (12.6%) for private universities. These results show that public universities had the lowest percentage, and, of the five universities, two were in the Chugoku region. Also, of the seven national universities, four were in the Chugoku region.
