@article{article_1537736, title={Promotional Films of State and Foundation Universities: A Comparative Analysis}, journal={Art Vision}, volume={31}, pages={156–167}, year={2025}, DOI={10.32547/artvision.1537736}, author={Gölgeli, Kürşad and Geçen, Canan}, keywords={Public University, Foundation University, University, Promotional Film, University Advertising}, abstract={As an important institution within the social structure, universities produce knowledge and influence social dynamics while being influenced by these dynamics. Today, universities aim to promote their institutional identity and image and increase their preferability by giving importance to promotion and display activities. Promotional content highlights the university’s philosophy and corporate identity, and offers the opportunity to improve or update its existing image. University advertisements provide information about how university administrations define their institutional identity and how they depict the possible gains of university life. This study aims to decipher the messages and codes used in university promotional films. At the same time, the main themes and codes emphasized in the promotional content of public and foundation universities were compared and examined whether there is a significant difference. In the research, semiotic method was used for the analysis of university promotional films. In the study, the promotional films of the 2 most successful public and 2 foundation universities on a national scale in the Times Higher Education 2024 World Rankings were analyzed and the similar and different codes they emphasized were revealed.}, number={55}, publisher={Ataturk University}