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Introduction School promotional materials such as glossy prospectuses and brochures are an important dimension of the impression management strategies that have been adopted by schools in the recent decades of a highly competitive education market. In response to increased competition for students in both the public and private sectors, many schools have adopted marketing practices designed to appeal to assumed parental expectations of schooling. As Colin Symes (1998) has argued, such texts are useful for understanding the cultural impact of market influences on educational institutions. Symes cited the introduction of competition into the education system as giving rise to an entrepreneurial culture that relies heavily on school advertising and prospectuses, which have in turn become a fundamental aspect of the 'symbolic architecture' (Synott & Symes, 1995, p. 141) of educational institutions.