This article shows how universities represent themselves through the use of language on their institutional websites. Specifically, it compares and contrasts how a long established university, the University of Melbourne and a young university, Macquarie University construct their institutional identities and build up a relationship with potential…

Every text has a communicative purpose that it performs by dividing itself into generic stages. These stages are assigned specific goals and have differing linguistic structures. This paper makes an attempt to investigate whether there is a definable co-relation between linguistic features and stages in the genre of look-good advertisements. It…

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…