留学文书写作范例－媒体研究（个人陈述）

    It can be asserted that in terms of my employment I have been doing some relatively successful work, especially in view of the fact that it has not been long since I graduated. But this tentative success can by no means serve as a basis for self-complacency. As a result of my nearly one year’s internship at a major international advertising company and nearly one year’s work experience at a major international media company, I have evolved new and more profound understandings of the art of advertising and the science of communications. In addition, I have started to develop a serious research interest in the specialty of my undergraduate program.

    My experience of media work has clearly shown me that, apart from a good idea, a successful advertisement cannot be separated from a well-coordinated advertising campaign. With the development of media mix and the popularization of Integrated marketing communication，the science of advertising is growing into an applied science. This poses increasingly high requirements on the advertising people in terms of their knowledge and research capacity. To be specific, with the revolution in information technology and the development of interactive function of the Internet, the mode of communication has been dramatically changed, which has created new approaches for the effective expression and communication of information. This subject itself constitutes a new field of research. On the other hand, the recipient, surround by media, becomes increasingly dependent on media information. Therefore, mass media bears the responsibility of influencing a society’s value, providing cultural guidance, and strengthening people’s faith. The extensive survey concerning media effect I have carried out has aroused my serious scholarly interest in focusing on media effect as my research field. I am interested in studying how to influence the target audience most effectively through scientific methods so that positive impacts can be produced on social development and people’s ideas. In China where mass communication is under strict government control, the research of mass communication is rather limited, lagging seriously behind the rapid development of mass media and the important role it is to play in the social life under the context of globalization. Motivated by this, I am convinced that a Ph. D. program in IMC is the best way for me to develop in an accomplished research in media studies.

    To undertake a more advanced program in Communications concentrated in Media Studies (including media effect and target audience psychology) at your esteemed university is undoubtedly an important extension of my undergraduate program. I think that academically, I will be fully qualified for your challenging program the same way that I proved myself successful in my undergraduate program at Peking University. In that program, my average score for all the courses in my specialty reaches 3.808 and I was listed in the top 1 ranking of my class. In doing my coursework, I did not confine myself to what was taught by my teachers in class. Instead I did voluminous extracurricular readings of books on advertising and communications in the library to enrich my ken of knowledge. Ever since I was a sophomore, I started reading western English classics on advertising and communications. They included Mass Communications by Wilbur Schramm, The Dynamics of Mass Communication (fifth edition) by Joseph R.Dominick (Univ. of Georgia,Athens), and Annual Editions - Mass Media, etc. In addition, I would spend the entire weekend in LongMei Advertisers’ Bookstore, the only bookstore in Beijing that exclusively caters advertising books. As the books are all imported from Taiwan, HongKong and overseas, they are too expensive for me to afford. What I could do was reading in the bookstore all day long.

    I realized during my undergraduate program that communication was more of an applied rather than a theoretical discipline. Therefore, apart from the O & M internship, I purposely involved myself in extracurricular activities related to my specialty. As chairman of the Student Union of the School, I organized Peking University’s First Festival of Advertising Culture which created a campus sensation, attracting the participation by leading scholars, advertising companies (including 4A Advertising and Grey Advertising) and TV media both in and outside Beijing. I also organized the Peking University’s advertising contest and Japan Print Advertisement Retrospective Show sponsored by Japan’s Dentsu Advertising. I attended the Prize-winning Advertisement Show of Cannes Advertising Festival and the Prize-winning Advertisement Show of Asian-Pacific Times. Additionally, I have a solid foundation in art design as I started practice painting and calligraphy since 3 years old—I am good at sketch, watercolor, portrait, and traditional Chinese painting. This artistic temperament will also be helpful to a career in media and communications.