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Is law school’s ‘Dude!’ ad the ‘lamest’?

Posted Jul 2, 2013 8:50 AM CDT
By Debra Cassens Weiss

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Image courtesy of TaxProf Blog.

Richmond School of Law is touting its selectivity and employment statistics in an ad that uses a text message format, complete with abbreviations and lingo.

TaxProf Blog shows the ad and proclaims it the “clubhouse leader for the lamest law school ad of 2013.”

The ad shows a cell phone with a series of text messages between an applicant touting the statistics and a friend who is impressed. “Their apps r up 15+% over last 3 yrs,” the applicant says. “Wow, nat’l avg is down 37%,” the friend responds.

“Yup & their accept % last yr was 11th most selective @ US News,” the applicant says. “Ur not gonna get in,” the friend responds.

More statistics are cited, until the friend asks, “Sweet. Wait, who r u talking abt?” The applicant replies, “Dude, Richmond Law!”

Though the ad is disdained by TaxProf Blog, the Wall Street Journal's Law Blog thinks it contains "subtle brilliance" and that its data is compelling. "At a moment when law schools are suffering from a crisis of confidence and a lot of applicants are wondering if law school is a bad deal, the boasting resonates."

Updated on July 4 to add the Law Blog's commentary.

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