传播学专业个人自述（攻读硕士）
A student of the Peking University’s inaugural program of advertising, I
am writing in support of my application for acceptance into your graduate
program of communication studies. With my solid education and my
professional experience that is as colorful as it is rare, I believe that,
with your seasoned guidance, I can build upon my strong background, for a
pioneering career in China’s booming advertising industry.
At Peking University, dubbed the Harvard of China by President Clinton on
his recent trip to Chins, I have been a student star on campus due to my
outstanding academic performances. When I entered into this university in
1995, I already stood out among my crop of freshmen, having won a total of
scores in the 1995 National College Entrance Examinations that was the fifth
highest in Beijing. A fervent fan of my chosen subject of studies, I have
proved myself as much of an intellectual wizard in higher learning as I was
in grade school, as demonstrated by my grades, which placed me at the very
top in my class of 23. My GPA in the first three years is 89.5, a rarely
seen high grade in PKU. My GPA for core courses is over 90, far higher than
that of my fellow students. I was the only one who received 100, the full
mark, in two theoretical courses, the advanced mathematics and appreciation
of fine arts. In practical courses like computer design, my grades were also
high, sometimes as high as 96. In recognition of such stellar performances,
I have been named the top student of the department and granted Academic
Excellence Scholarships for three consecutive years. I was elected the
Student Representative for Academic Affairs.
But I was no bookworm. To broaden my vision and enrich my knowledge, I also
chose electives in such fields as Russian Literature and Chinese History. I
have spent considerably more time in the library than my classmates. The
more I learnt on campus, the more I hoped to see the real world outside the
ivory tower. So in the first summer recess, I applied for a temporary job at
the Yaxing Advertising Agency, affiliated with the China Sports Daily, when
most of my friends and classmates were enjoying themselves at home or
travelling around. Appointed as the accounting executive assistant, I helped
organize a promotional event for the Atlantic Olympic Games. This job gave
me a picture of China’s advertising industry.
In the first semester of the academic year 1996-1997, I worked part-time
with the PKU TV Net, where I was offered a splendid opportunity to improve
my ability in journalism. Being a Weekly News broadcaster, I regularly faced
tens of thousands of audience, which greatly increased my confidence. I
learnt to think independently and cooperate wit others when doing the series
reports “PKU students’ life”, a program which was mainly about student
recipients of prizes in national and international contests. Conducted with
creativity and diligence, the program was placed among the best programs in
the PKU TV Net.
Unlike most other students, I have never stopped working while in school.
From September 1997 on, I have been working as a research assistant in
CCTV’ s Qiantu Advertising Company, the sixth biggest in China. My
responsibility is to establish a market database. Difficult as it was, I
have handled it without a glitch. I have also done part-time work helping to
promote the President Food Corporation and served as a research assistant in
the S & D Research Agency, a consulting firm specialized in conducting
market surveys for multinationals in China.
With special skills in Chinese calligraphy, I taught calligraphy in the
China Children’s Center, the best of its kind in China. My students,
mostly six to twelve years old, had difficulties in understanding the
aesthetics inherent Chinese calligraphy. To help them, I taught them Chinese
poems and ancient characters instead of confining myself to only
calligraphy. The approach turned out to be very effective, and their skills
improved dramatically. In these and other similar experiences, I gained
skills of interpersonal communication, particularly in terms of how to
understand other people’s problems and how to help them out.
It is in my working experience that I first developed the desire to pursue
advanced studies in a quality graduate program in the United States. As an
intern with the Dentsu Young & Rubicam Advertising Corporation, one of
the world’s largest communications groups, I now witness firsthand the
dramatic social and economic changes engenderd by the proliferation of
digital technologies and increasing corporate globalization. These changes
have created the highly sophisticated information society. Trying daily to
develop wordings that could catch people’s attention in this complex
society, I have acquired a heightened sense of urgency about improving
attention in this complex society, I have acquired a heightened sense of
urgency about improving China’s advertising industry at both theoretical
and practical levels. I believe that advertising expertise from such
advanced countries as the U. S. and Japan would certainly help China. In
order to command such expertise and then introduce it to my country, I am
making this application so that I can have a firm grasp of the advanced
theories and practices your country has developed in communication field,
particularly in respect of advertising.
I believe that my English proficiency is more than sufficient for me to
undertake the kind of studies that I am seeking through this application. I
have scored well in such English language tests as TIEFL and GRE. As a
better indicator of my practical language skills, I just finished
translating an English book “The History of Graphic Design” into Chinese
together with four other translators, including a professor. My writing,
listening and oral English are as good as my reading.
This application is being made with a sense of mission. As an undergraduate,
I have learned the basics of advertising, and I would be promising in China
as a graduate from one of the country’s best universities. With a booming
advertising industry in China, I will surely secure a well-paying job. But I
cannot be satisfied unless I can help my country as much I help myself. For
that, I wish to enhance my capabilities by pursuing graduate studies in such
fields as mass communication, communication studies or media studies at a
university in North America, where these genres of studies are much more
developed than in China. Whatever program I get in, I would like my studies
to be focused on the theories of and practices in advertising. If you find
me qualified for advanced studies in areas other than those I have
mentioned, I would greatly appreciate it if you could let me know any
suggestions that you may have.
The University of Hawaii is well known for its unique position as a bridge
between east and west. It is well known for its excellence in the
communication field, complete with an accomplished faculty and modern
research resources. With students from various nations, it provides its
students with a good chance to learn from different cultures. It is an ideal
place for communication studies. If I am accepted, I believe I can make
quick progress in communication studies in general, and in advertising in
particular.
I plan to return to China after the completion of my graduate studies either
to teach at one of the larger Chinese universities or to lead a Chinese
advertising company. In either case, I will bring back what I will have
learned. I hope that, when the history of modern advertising in China is
written, I will be remembered as one of those who have played a pioneering
role in the development of the industry.
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