This article presents content analysis of university advertisements placed in the exam-study magazine "Keisetsu-Jidai". It traces the manner in which university advertisements were placed; how publicity activities were conducted; how they were transformed during the 40 years following World War II and finally considers university identity (UI). The texts of all advertisements were analyzed using the quantitative text analysis software (KH Coder).Findings were as follows.1) Contents of the texts of university advertisements could be broadly classified into the following categories : 1) about history and the tradition of the foundation of a university, 2) advantages for the applicants to admission and graduation of the university (system of admitting students into colleges upon the recommendations of high school presidents; a student loan system; qualification and eligibility requirements for an examination after graduation; and the teacher-training course of a teaching certificate for junior high schools or high schools); 3) department, subject constitution and training courses curriculum; 4) technology and technical knowledge based on engineering; 5) the human being formation in the university, research of the professors and institution, experiment facilities; 6) student dormitory; and 7) graduate employment.2) During the forty post-war years, the theme about applicants such as 2) and 7) had decreased. The theme about university image or identity such as 1) and 5) had also decreased.3) On the other hand, the modern themes such as about globalization, technology and information had increased. In addition, the theme of human development had increased.4) In the 1980s, the theme of the advertisement became ambiguous.Further research should focus on more variety of media to analyze the trend after the 1990’s.