CIS and Kortbawi, stereotypical imagery.

"Preferred throughout the generations" - well, considering CIS is celebrating 35 years and that one generation is 33 years, I am sure they are speaking about the many students that got through their doors. But I digress. As usual, a cook, a foreman/mechanic, and a nurse (almost stereotypical but true as they used interchangeably in technical school ads).  Interestingly, Institut Cortbawi plays it almost the same - OK, at 80 years though - but the cook and the mechanic are there along with someone who has some Harry Potter portal to a new dimension. "Today's talent, tomorrow's success". I have told this anecdote before (here): In the 80s, Byblos Institute inserted the only girl studying car mechanics in their TV ad. I later learned that enrollment swelled exponentially because boys were dying to meet the girl in question. Well, I told you there was always a mechanic in the ad.

CIS and technical colleges

CIS is all over the place now on the streets. First, there was, for a long time, a stigma about "technical colleges". Usually the idea went like, those with lower academic grades went technical, those with higher went to the usual high school (where inevitably, there was the scientific and otherwise literature branches, though the nomenclature has changed a little lately). Well, CIS is doing its finest to recalibrate the expectations and the overall image with a line that goes "another level of technical learning" throughout there are side messages (which I am not sure are readable enough) such as "academic excellence and educational growth" or "newest and most up to date branch in Sin el Fil" "more than 50 branches in Lebanon and outside". Still, the main emphasis is that they offer a higher level of technical education and seem very serious about it. Oddly, the imagery does work - after all it is geared towards students and parents alike.