A Comparative Study of Promotionality of the British and Chinese University Websites

The websites targeting prospective international students have become the most convenient way for universities to promote their study programs in recruiting international students. This paper, based on the comparative analysis of the genres, lexical terms, and the layout of the webpages of Chinese and British universities, explores the promotionality of the university websites in Britain and China. Findings show that many Chinese universities' English webpages need to add some promotional moves to the genre of the webpage, improve the texts and the designing for navigation.