留学文书写作范例－广告学（个人陈述）

    I took part consecutively in two authoritative Competitions for Young Advertisers, which aroused my attention to the discrepancies in the advertising level and the advertising consciousness between Taiwan and mainland China as well as the disparity in the advertising management. In order to call the serious attention of China's advertising industry to those problems, I published a full-length academic paper entitled On the Eve of WTO Accession: A Perspective on the Present Conditions of Advertising Management on Mainland China on the website of China Advertising Communication and Research (this website is launched by XiaMen University, the first university in China to have established an Advertising Department and which enjoys a very high academic prestige).

    Historically speaking, China's advertising industry can only be described as underdeveloped compared with that of the advanced Western countries. Although China's advertising industry is achieving remarkable development around the turn of the century, challenges and obstacles are equally serious. For instance, the relationship between the client, the media and the advertising company has not been properly established. The advertising agent system and the relevant legal regulations of advertising are not fully developed. The awareness of self-discipline is weak within this profession and a sound system of social supervision over unlawful advertising practices is lacking.

    With China's immediate accession into WTO, China's overall advertising industry will face severe challenges presented by major international advertising agencies. On the other hand, China promises a bright and alluring prospect in advertising industry as China has the largest advertising market among the developing countries. The profit of the advertising industry maintains an annual growth rate of 39.73. Such a growth momentum is sufficient to indicate the tremendous dimension and the exciting prospect of China's future advertising industry. This situation necessarily calls for the emergence of a large number of highly qualified advertising professionals, especially those who can incorporate both their intimate knowledge of China's domestic advertising market and international advertising background.

    It is precisely against this backdrop that I, equipped with a solid groundwork (at once theoretical and empirical) in the field of advertising acquired from my undergraduate education, wish to apply for a graduate program. My motivation is fairly simple: only the United States, a country with the most unparalleled development in advertising industry and the most prestigious institutions of higher learning in mass communication of which advertising is a part, can offer the necessary environment in which I can mature toward my professional goals.

    Now that I have charted my course of action, I am on the verge of proceeding from one point of my life to another point. To return to my metaphor of the alphabet D, I have decided to relinquish the effortless straight line in favor of the beautiful curve, for I believe that whatever the turns and twists alongside it, it will ultimately lead to my prescribed ideal. The profound truth inherent in it has already been given the most poetical pronunciation by the poet Robert Frost at the conclusion of his The Road Not Taken: Two roads diverged in the wood, and I - / I took the one less traveled by / And that has made all the difference.
    　

    Recommendation Letter

    Dear Sir or Madam:

    The Advertisement Department of XX University's News and Broadcasting Institute is the third department in China that offers courses concerning advertisement for undergraduate students. As the dean and professor of the department, I am quite willing to recommend to you my student, Mr.Purcell, to study advertisement in your postgraduate school.

    He was admitted into the law school of our university to study international laws in 1998 with excellent scored, and was in the same class with my daughter. He was energetic and elected as the monitor of the class due to his strong leadership and organizing capability, and his performance as a monitor was approved and praised by his classmates and teachers. His interests covered a variety of subjects, and this wide interest and curiousness had brought him into contact with advertising, a subject that gave him profound fascination and he finally made up his mind to devote all this life to this field. In a self-recommendation letter directed to me, he expressed his strong wish to be transferred from the law school to our department to study advertisement, and I had pictured in the letter a thoughtful and goal-directed young man and a life he planned for himself. After that I came to know him gradually and discovered that he really had keen perceptions to both life and learning, and was quite gifted for studying advertisement, and I was quite happy to accept him as a new member in our department. In China, changing major is rather difficult, less than one percent of the students in XX University successfully changed their majors each year. But Mr.Purcell had undergone all by himself the numerous and complicated procedures for the changing of his major and completed this turning point of his life, I admire him for his perseverance and the pursuit of his dream.