The Use of Promotional Language and Messaging Strategies in CLIL Schools’ External Communication

Ait Tayeb, Fairouz
(2025)

Files

Declaration of honour.pdf
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Mémoire Final Version Fairouz AIT TAYEB.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
CLIL (Content and Language Integrated Learning), known as EMILE in French, is an educational approach where non-language subjects are taught through a foreign language. This method allows students to simultaneously develop subject knowledge and language proficiency. Aim of the thesis: This thesis aims to explore how CLIL schools have developed and adapted their promotional language and communication strategies over the past decade to attract students and parents. It focuses on external communication materials—such as websites, brochures, and social media—and seeks to understand how persuasive language influences public perception and enrollment decisions.