Summary
The Paris College of Art is looking to nurture a seed of artistic potential by providing an opportunity for growth and experience in a city known for its authentic creative value. The ideal student should want to attend in order to refine their craft in an inspiring and unique environment. The college’s website makes this known by using Purpose and Imagining Ideal Readers as rhetorical strategies.
Analysis
The Paris College of Art attracts their ideal students first by making their purpose clear and then by imagining what type of readers would come to their website. PCA’s goal is to encourage culturally diverse and creative students to apply to their school. Under their Admissions tab titled “Become a Paris College of Art Student”, they give the reader a feeling of inclusivity by making them feel welcome to apply. The first sentence of this page states “Choosing the right school requires getting to know a school as well as you can before and during the application process” (PCA 1). Their purpose here is promote prospective students to learn more about the school beforehand by attending virtual tours and open houses. Links to sign up for these events are displayed in large buttons underneath the text meant to capture the reader’s attention. In doing this, they are confident about their campus and what they offer. They know that once students partake in these opportunities, they will feel excited and confident in becoming enrolled at this university. Found under the Student Life tab, PCA boasts that “More than forty countries are represented in the Paris College of Art student population, bringing to this small community a cultural diversity rare among art education institutions” (PCA 1). Diversity is their top attraction as a tool for gaining new students. After all, Paris is a European hub for people coming from many different walks of life. Paired with this block of text is a collection of diagrams and graphs explaining various student identities and backgrounds on campus. Their goal with this to show that no matter where someone comes from in the world, they are invited to join the mix. To continue the previous quote, PCA ends their statement by saying “This, combined with a location at the crossroads of Europe, makes studying at Paris College of Art a uniquely rich experience for young artists and designers” (PCA 1). It is important to note that they are proud of the location in which the school resides. The campus alone is grounds for inspiration. They want readers to know that Paris, being a huge city popular for creative movements, is the perfect place for young artists to find themselves and the niche best suited for them.
Moving on to Imagining Ideal Readers, right off the bat one can gather that PCA is geared towards English speakers. This is an international university based in France, but the website is only in English. There isn’t even a button found anywhere that can switch the language settings. Paris college of art displays picture slides on their homepage. There is a statement on the first slide that reads “Paris College of Art is an international college with US degree-granting authority and accreditation from the national association of schools of art and design (NASAD)” (PCA 1). This shows that while they are diverse, it is largely leaning towards Americans seeking opportunities abroad. They also have French accreditation through the French Ministry of Accreditation. It is not however highlighted on the forefront of their main page: rather someone would have to dig to find this information.
Another ideal reader they imagine would be people who have demonstrated previous artistic talent. In the Admissions section, it was made clear that students need a portfolio to apply. They have a link to an online portfolio workshop implying that this “ideal young artist” possibly would not know how to present their work. PCA is very supportive in their application process to attract someone who might be shy in their craft and relatively new to any kind of exposure. This comes in contrast to some other art institutions that are extremely exclusive and have high expectations for applicants.
PCA also has photos and videos of students on campus to attract similar perspective students that might come across their website. Videos feature young people from various countries (for example there was a girl from Sweden and another from India) saying what program they are taking an interest in (PCA 1). All the media shown is very light and airy, showing art supplies, studios, and historic architecture. This is a place for students to work with their hands and become inspired. PCA wants to connect with the creative thinker and persuade them that this school is where they belong.
College girl in Paris Photo by Mika Baumeister
Response
This university was successful in the plain fact that their persuasive methods worked on me. I would love to attend this institution. Three of my values from the in-class writing include “success”, “personal growth”, and “peace”. The alumni from PCA seem to have really interesting life paths after obtaining their education. They dabble in a variety of mediums including design, photography, fashion, marketing etc. They are also all located in different cities around the world. That is the perfect depiction of the successful future I see myself having. I want to always be on the go, embarking on some new adventure. Exposing myself to different cultures and ways of thinking puts me on an international level not only career wise, but also in contribution to my personal growth. When I say peace, I know that sounds very simple and easily obtained, but in my life, I had to work to value the importance of that principle. To me that includes my physical environment and my mental headspace in which go hand in hand. In order for me to create art and reach my full potential, I need peace. The Paris College of Art exudes that with their bright spacious studio classrooms and freedom of expression. I don’t want to go to this school for the soul purpose of getting a job. I want to attend this university to expose myself to what it would be like to do what I love and PCA’s strategies convince me that at their school, what I want is possible.
Work cited
Paris College of Art. PCA. Retrieved March 9, 2022, from https://www.paris.edu/