Visual communications in PR-promotion image of high school

The print advertising is considered by the author as one of channels of image construct of a higher educational establishment. In the article the concept and the contents of the image of high school are considered, and also results of the content-analysis of the illustrations used in print advertising of modern Russian higher education institutions are presented. On the basis of the received results, the author justifies the conclusion that above all such structural components of the image as «visual image» and «image of educational service» are reflected in illustrative materials. However, such important image building components as «image of the faculty» and «image of graduates» are underpresented.