The Primary School Brochure: a sample analysis

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Abstract
A sample of primary, junior and infant schools’ brochures for the current year is analysed in terms of the requirements arising from the 1980 and 1988 Education Acts and the Parent's Charter. A comparison with an earlier study of 1987 reveals a change in emphasis of schools’ aims and the appearance of a new one. The form of schools’ relationships with parents is examined and particularly the aim of partnership with parents. The manner in which schools choose to represent themselves to readers reveals the emphasis which schools place upon their own work. The message which springs from the choice of image on the front cover of brochures and the manner in which pupils are represented reveal important variations. There are also variations in the nature of the adult community which is presented. Finally, the language of the brochures is generally clear and direct, making the contents accessible to the reader. Paradoxically, there is often no table of contents or index to what amounts to a lengthy and varied document.

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