范文一：
Among the 26 English alphabets, the one I like most is the capitalized D because this alphabet, simple as it is, is the most beautiful one. The two strokes, one vertical line and one curve, adumbrate two totally divergent trajectories as if serving as constant indicator of the psyche of the professionals in the advertising industry: to travel from one point to another, there is an infinite number of routes to choose; but ultimately speaking, there are only two routes: one is along a straight line, the other along a curve. While the general public may opt for the first, advertising professionals should decide on the second. A curved trajectory may well enable one to expand his horizon, enrich his experience of life, and cultivate his capability for excellent interpersonal exchange and communication. I maintain the conviction that the longer the journey of life that one travels, the richer the experience one can derive from life and hence the greater the novelty that he can create out of the apparently commonplace.
In 1998, I entered XX University with remarkable performance at the National College Entrance Examination (among the top 10 percent of the participants majoring in Humanities Disciplines). During the first year of my undergraduate studies, I majored in International Law but it immediately dawned on me that I was not meant for studies in this field and my real interest lied in advertising. Therefore, with extra efforts I audited all the major courses in advertising and in the second year, with a solid command of all the theoretical knowledge of the basic courses, I transferred to Advertising Speciality. Once I embarked on studying what really interested me, I made rapid progress and my GPA reached 3.5 (among the top three for 26 students of my class). In addition, I achieved the highest score of the class in four most important courses in the field: History of Chinese and Foreign Advertising, Principles of Advertising, Advertisement Planning, and Mass Communication.
As I delved deeper into my subject, I came to acquire an increasingly profound understanding of the nature of advertising. As a matter of fact, advertising is an art of persuasion, concerned with how the advertiser can influence the behavior and value orientation of the general public with his individually unique mentality and perspective. It is an integral branch of mass communication, inextricably intertwined with both art and economics. At the same time, it requires a framework of scientific management. In the course of my studies, I learned to exploit another form of language, my advertising designs, to conduct dialogues with my audience and to convey through those work my ideas and perceptions in order to achieve the objective of affecting the recipients' psychology and conduct and realizing the value of communication. But I ventured beyond the mere designing of individual advertisements. I also attempted at a series of coordination work that included the planning, execution, solution and effect of advertising. This process helped me to perfect my framework of theoretical conceptions concerning such notions as personal communication, interpersonal communication and mass communication. I immersed myself in a wide variety of advertising courses. By studying advertising, I could feel the joy of thinking and the charm of knowledge.
Advertising is an art more to be practiced than theorized. For my extra-curricular practice, I worked part-time for the WuHan Silver-Horse Advertising Corporation, an advertising agency which enjoys very prestigious reputation in and around WuHan. After being subjected to the most rigorous screening test, I was recruited as one of the five undergraduate students from my university and worked on several projects under the direct leadership of the chief supervisor of the Planning Department. On account of my distinctive notion and original creativity, my design for an advertisement for an automobile maintenance center was adopted, a fact which adequately evinces my professional qualities and tremendous potential. Later, with strong recommendations from my teacher, I worked at a medium-size advertising company in Beijing, responsible for the advertising agent business in the magazine Global Weekly. With the company's support, I participated in a number of designing contests ranging from the 10th Golden Calf Advertising Contest sponsored by the Taiwan's China Times, the 2nd Academy Advertising Competition sponsored by China Advertising Association to the Annual CAC Public Welfare Advertising Competition sponsored by the publishing house of International Advertising Magazine. My participation in those events not only brought me important awards but also enabled me to derive much professional knowledge from the exchange and cooperation with other staff, apart from enhancing my hands-on ability and practical problem-solving skills.
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.
范文二：
申请专业：广告 策划
Although Chinese woodblock printing has a tradition of 2000 years, Chinese print artists have been absent from the international art scene for decades. Over the last years a few exhibitions about modern Chinese printmaking took place outside China, but some major exhibitions at such renowned museums like the British Museum would probably lead to a breakthrough in the international art scene. Taking into consideration the growing appreciation of Chinese culture and traditions, I am extremely interested in opportunity to expand my professional horizons to reinstate the well-deserved interest and approval of this ancient art. With this purpose, I was excited to learn about your university, well-known for its high expertise in the subjects of creativity; and your unique course, implementing a diverse range of subjects that contribute to an extensive list of skills. Therefore, I would very much like to be considered as a strong candidate for you postgraduate programme.
My fondness for art and aptitude for rational thinking determined my chose of and devotion to the complex discipline of Chinese Printmaking, which includes a number of different techniques and processes like design, carving of the block and printing. In comparison to Japanese, Chinese printmaking is rather composed from several wooden blocks and, in an exclusive technique, would employ only special Chinese water-soluble inks and thin rice paper to produce a print that looks like a watercolor or a traditional Chinese painting. The success of such a technique entirely depends on the exact humidity of the paper, which is hard to achieve even for an experienced artist. During 4 years of intensive studies, I not only obtained knowledge in every aspect of this art but also learned about digital reproduction of such images, computerized approach to modeling and even web site design.
During my undergraduate studies I played an active role in the university's life by organizing miscellaneous events, parties, seminars and exhibition in as well as outside the institution. The 3rd China Art Academy Exhibition, Cultural Bridge Construction and Carrying Forward The Academic Arts – to name just a few events which included works of painting, calligraphy, design and photography. I personally was selecting a place and art works for expositions, which trained my eye and evaluation skills. In addition, I was greatly involved in public relations of our university, predominantly by initiating and maintaining contact with sponsors, which significantly enriched my communication skills. Having been a Student Union president for three years, I enhanced my leadership qualities and gained valuable experience in legality, administration and budgeting of activities and exhibitions. As an event manager, I not only coordinated groups of students, working on different projects simultaneously, but also participated in their careful recruitment.
The University also gave me a great opportunity to study English Language as a part of my degree which, in particular, improved my grammar and writing skills. To develop my oral skills, I often interact with international exchange students who come to our university to study art of Chinese Printmaking. I also assisted professors in running their lectures for international students in English. In preparation for my studies in the UK, I familiarized myself with the Harvard referencing system, and, currently, I am trying to learn how to write an academic assay and dissertation.
In my spare time I enjoy swimming and reading biographical books about famous people like Bill Gates, Vincent van Gogh, Munk and others. As a creative person, I like to play with visual space of my room, drawing and painting on the walls and ceiling. My weakness is craftwork, therefore, my interior is decorated with various handmade objects, which I usually buy or make myself.
Your programme would greatly contribute to the weight of my undergraduate speciality in Chinese Printmaking, allowing me to bring the significance and beauty of this ancient art to the international level and effectively present it in the most innovative and creative way. Thus, the professional practice that lies in the grounds of your course provides the essential functional preparation for the career. In addition, I am intrigued by the opportunity to learn about contentious issues and viewpoints in contemporary art and assess them in relation to the previously gained knowledge and experience. In combination with a strong critical focus that your course offers, collaborative discussions and analyses would provide an engaging approach to develop and apply my individual analytical skills. In particular, I am looking forward to the sessions that would not only enable me to communicate my ideas clearly but also to present information in appealing and captivating for audience way.
Taking into consideration my potentials and enthusiasm I believe I will make a full use of the opportunities afforded to me at your university.
