Boy, I tell you what. (Pronounced: “Bo’ ah tell yoo hwut.”)
The folks down at the University of La Verne College of Law have an interesting recruitment-by-mail strategy. Only days after I registered with the Law School Data Assembly Service (LSDAS) I received my first postcard from the folks at ULV.
The First Postcard
On the front it says “We’re up close and personal” in all capital letters. Below that sentence is one of those slick PR photos that universities are always slapping on their literature. This one has two people on the landing of an L-shaped stairway, one of them a student ascending, the other a professor descending, as though they just happened to run into each other. Coincidentally, (1) they are both dressed quite fashionably, (2) they need to have a quick conversation on the stairs, and, most exciting of all, (3) a photographer happened to be present. Of course, it is this third coincidental factor that betrays the staged nature of the situation, in case you hadn’t already figured out that students and professors tend to have significant interaction in classrooms, offices, and sometimes over lunch tables, but almost never while standing on the stairs. If this lovely photograph were accurate, there would be a colorful blur in the middle where a third person was quickly stepping through and muttering, “Excuse me.” As it is, we have a thin and relatively attractive (I’m guessing that without her makeup, her stylish apparel, and the 45 minutes she spent doing her hair this morning, she would just be average looking) blonde student talking to a thick and relatively attractive professor who looks like a cross between William Shatner and Sydney Pollack. Also, the blonde student is performing your standard “University PR Photo Hand Articulation of a Nonexistent Point” maneuver.
(Instructions for recreating the UPRPHANP at home: (1) turn one hand so that your fingers are pointing away from you and your palm is pointing sideways; (2) separate your fingers a little, pulling your smaller fingers toward the center axis of your body and the larger ones away form it; (3) open your mouth like you’re saying something very important, like “The survival of civilization depends on me!”; (4) hold for the photographer and feel a pang of guilt as you suddenly realize that no rational person ever looks like this in the midst of real conversation, but feel happy because you will now have your vain face pasted into mounds of PR materials for the University.)
On the back of the postcard, there’s another, longer all-caps slogan:
Choose the law school that’s close to everything Southern California has to offer, with small classes and a personal approach.
Then there’s a bunch of boilerplate b.s. like “Here at La Verne, students find staff members committed to helping each student individually and professors who know them by name and take a personal interest in their goals and dreams.” Sure. Like you’ll ever find a university that writes on its PR material things like, “Here at Lame-O University, students find staff members committed to avoiding them as much as possible, helping no one—individually or otherwise, and professors who refer to them by their 9-digit Social Security Numbers or not at all and who take a personal interest in getting out of class early to sneak away and smoke.”
The Second Postcard
As if the first one wasn’t enough, a few days later, here comes another: “We’re up close and virtual.” (Do you see a pattern emerging yet?) Again, there’s another slick PR photo. This one involves two students, one male (grinning happily) and one female (blank and faux pensive), looking at a computer display (out of frame) and nestled up against each other so closely that in real life, either (1) she would feel creeped out and accuse him of sexual harassment, or (2) they would very shortly stop looking at the computer and find an empty broom closet in which to continue their research on the mating rituals of pale-faced law students. Of course, in reality, they are nestled up against each other so closely so that the photographer can get a nice tight shot that doesn’t reveal anything about their surroundings, which are probably nowhere near as cool as one might imagine. I’m guessing they’re in a crowded computer lab.
Also, again, the female is blonde and thin and relatively attractive (and, again, I suspect it’s more makeup and preparation than natural beauty) and the male is thick and, well, I don’t know if he’s relatively attractive, but he certainly has the stylish goatee, short haircut, and single earring that, when coupled with a good-boy plaid shirt, indicate someone who probably has more to offer downstairs than up, but wants you to think he’s a modern renaissance man.
The back of this one has another all-caps slogan:
Choose the law school that’s close to everything Southern California has to offer, with a campus wired with state-of-the-art technology.
Already I can imagine the template for these things: “Choose the law school that’s close to everything Southern California has to offer, with [insert whatever slick, flashy, and insubstantial fluff you think will entice people to write the name of your university on their tuition check].” Speaking of “insubstantial fluff,” here’s an excerpt from the boilerplate b.s. on the second postcard: “Here at La Verne, students enjoy our 7-acre campus with wireless Internet access, a computer lab with an array of up-to-date student workstations and classrooms with the latest in audiovisual technologies.”
The message of this postcard being: “If you are a cute blond chick or a metrosexual male and you think getting a good education means having lots of ‘up-to-date’ technology, come on down!”
The Third Postcard
Yes, a third postcard. It came today.
“We’re up close and (wait for it…) practical.”
This picture actually looks like something that might really happen in law school. In the foreground are two students (again, one male—thick, bald, goatee, and one female— thin and relatively attractive) who appear to be arguing a case in moot court, or something like that. Their backs are to the camera. One of them, the male, is standing at a lectern and was actually moving at the time the picture was taken, because his hand is a blur. The female is seated at the table next to him, consulting research notes both on paper and on a laptop computer. And get this: she’s not blonde. (However, she does have blondish highlights in her hair.) In fact, there’s not a single blonde head in the whole picture, which also includes a panel of five “judges” in the background, all of whom are focused on the male student at the lectern. Here’s the gender, ethnic, and pose breakdown for the panel:
- 3 females; 2 males
- 1 “African American” female; pensive expression
- 1 “Asian American” male; pensive expression (extra points for cocking his head to one side)
- 1 “Hispanic American” female; expression that looks like a cross between pensive and “Wow, he’s cute!” although this could be more a matter of interpretation
- 2 “white people,” one from each gender; their expressions look like “I’m bored out of my mind; can we leave yet?”
Fascinating. When I see pictures like that, I have to wonder what’s going on inside the mind of the person who chooses the folks to pose: “Let’s see…I’ll need to have a good mix of gender and ethnicity, so I’ll choose so-and-so and so-and-so…” etc. Because in my experience, finding a naturally diverse group of people who came together voluntarily is almost impossible. Rather, people tend to cluster with others who are like themselves.
At any rate, on to the back of the card:
Choose the law school that’s close to everything Southern California has to offer, with an emphasis on practical skills along with a traditional curriculum.”
Because, you know, traditionally, no one learned anything practical in school. Plus, everything “traditional” is bad now, unless you’re talking about the traditions of a minority or “subaltern” group. (You have to throw in words like “subaltern” now and then or academic folk won’t pay attention to you.) And, “Here at La Verne, students gain a solid foundation in legal principles and theory along with a practicum that teaches and strengthens professional skills so that legal theories learned in class become real tools used to solve real problems.” Because, you know, students aren’t smart enough to put their learning to use unless someone is there to hold their hand in a “practicum” setting. In olden days, also known as “yore,” when things were still done the “traditional” way, one could frequently find a lawyer at the end of his wits in court who would suddenly stand up and blurt, “I, I know the, the theory here, but, but, I just don’t know how to apply it to real problems!” At which point he tore out his hair and ran screaming from the courtroom. You don’t hear about this because it was so common that no one was shocked by it so no one remembers it. But trust me, in the olden days, this happened all the time because students did not have a “practicum” as part of their “traditional” law school curriculum.
Conclusion
Will there be a fourth postcard? One can only hope. Perhaps it will be something like, “We’re up close and prolific,” and will discuss the talents of their advertising copywriters.
The University of La Verne College of Law clearly thinks that attracting people who fall for slick, insubstantial advertisements arriving in their mailbox will help them grow a strong student body of clear, critical thinkers to be tomorrow’s lawyers. My verdict? Um, let’s not get up close and anything with La Verne.