Print advertising is considered by the author as one of the channels for constructing the image of a higher education
institution. The concept and the contents of the image of a HEI are considered, and the 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 results obtained, the author justifies the conclusion that above all such structural components of the HEIs
image as «visual image» and «the image of educational service» are reflected in illustrative materials. However, such
important image building components as «the image of the faculty» and «the image of graduates» are underrepresented.
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