High-school senior Lauren Edelson objects to a cynical new strategy in college marketing:
Back when I was a junior, before I’d printed off an application or visited a campus, I had high expectations for the college application process. I’d soak up detailed descriptions of academic opportunity and campus life — and by the end of it, I’d know which college was right for me. Back then, I knew only of these institutions and their intimidating reputations, not what set each one apart from the rest. And I couldn’t wait to find out.Read more:
So I was surprised when many top colleges delivered the same pitch. It turns out, they’re all a little bit like Hogwarts — the school for witches and wizards in the Harry Potter books and movies. Or at least, that’s what the tour guides kept telling me.
Taking the Magic Out of College (New York Times)
I’ll suggest an acronym for this sort of marketing strategy: TLC. Not “Tender Loving Care” but “Treat ’em Like Children.”