Abstract

This article presents an exploration of the discursive representations of Chilean universities, based on the analysis of ad executions published in social media for their 2017 admission to undergraduate courses campaigns. Based on branding theory (Aaker), the analysis of value propositions shows that both state and private universities share a focus on infrastructure and quality, although the latter also promise a public character and grants. Then, an analysis of enunciation (Benveniste) was carried out to the ads of the institutions whose value proposition is based on self-expressive benefits. These universities are presented as agents of transformation for their students who are invited to be socially responsible, supportive and to change the world. Finally, recommendations are offered for the strategic management of university branding in Chile.