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(Tenured Radical)

Sunday, December 18, 2005

Deconstructing a
Help-Wanted Ad

The University of Southern California law school has a huge half-page ad in today’s New York Times, Week in Review section, page 7. (This is the online page in question, without the ad.) They’re looking for a dean. The ad is crammed with self-flattering statistics and mucho invocations of the words “outstanding,” top,” and “exceptional.”

Does USC really think that this hugely expensive ad is the way to attract candidates?

“Of course not,” said Mr. UD, when UD asked him this question. “It’s a way of advertising the school.”

“A way of telling everyone that they’re outstanding top exceptional…”

“Yes. But if you’re truly all those things, you don’t advertise.”
Posted at: 12/18/2005 01:29:00 PM