Graduate / I feel proud of my creativity. Personal statement for MA advertising [5]

I feel proud of my creativity. Always, there are lots of novel ideas come across my mind and I enjoy presenting them in an audio or visual form. Therefore, in these years, I applied what I learnt during my undergraduate period to make a series of short films, videos and photographs, earning high recognition.

Appreciating for my original works, on one occasion, my friends invited me to participate in a public-service ads contest to take charge of shooting. It was the first time that I really got in touch with advertising creation and also for this chance my passion for advertising were aroused when I realised that advertising is more than simply a commercial activity. I have been fond of the challenge of creating excellent advertisements which are concise, informative and powerful. After serious consideration, I confirm that the advertising industry will be the best platform to give full play to my creativity. To get ahead in this profession, pursuing a postgraduate program in advertising will be the first step. Consequently, I am applying for MA Advertising.

Four-year undergraduate study allows me to lay a comprehensive foundation for my further study. Core courses like Media Co-design, Decoration Design of Fonts and Version and New Media and UI Design have developed my knowledge and techniques in the application of different media, graphic design, photography, and filmmaking. In Advertising Creative Expression class, I directed a team to make an advertisement for an energy drink called "C Driver". We concentrated on selling one specific function: energy supplement by innovatively making up a story that a climber rapidly restored his energy after drinking our product. Striking in our techniques of expression, we set two space: virtual space and real space into the story to convey the drinking experience. And the adventure time that the climber had in the virtual space was combined with a Chinese myth (Mengpo). Some editing software was also used to help us to achieve better effect. Mastering the solid academic background of advertising design and relevant production software will prepare me for graduate study.

Moreover, I seek for every opportunity to work in a real-world environment to accumulate more hands-on experiences. In March 2016, I was selected by the Advertising Department of Marie Claire in which I mainly participated in advertising planning, integrating advertising program and advertising copywriting. It's well known that a persuasive advertising not only relied on creativity but also depended on a good understanding of consumer behavior and psychology. For a magazine, the potential consumers are their readers so I learnt how to match different products such as clothing, cosmetics and automobiles with content of our magazine perfectly from each successful case. I also referenced the basic method of market research I received from Interactive Design course to help me get a better understanding of our clients' background. My first commercial advertising for SK-II was well received. Due to my great effort and excellent performance, I got more chances to take part in advertising production of famous brands, such as Infiniti, Faw-Volkswagen and MARIE DALGAR. Meanwhile, I assisted in magazine's cover shoots, product ads shoots and magazine inside pages design. Undoubtedly, my aesthetic skills and communication ability were better developed and I acquired further insight into this field through the internship, which will definitely be my valuable asset.

Besides creation, I also have the curiosity about technology and I even assembled a team to participate in 2015 Big Data Information Mining and Extraction Contest, in which we found that the correlation between weather and emotion (on social media) could be a valuable and interesting research topic. Through accurately data mining and data processing, we deduced a formula which we named "Emotion Calculation". After analysing the feasibility, we believed it could be applied to clinical psychology, sociology and some internet products. Fully aware of the dramatical change that goes on in the digital age, I am glad that I have got in touch with the term of "Big Data" and "information mining" during this contest, which opened a new way of thinking for me.

I ultimately would like to undertake a career in an advertising company. Among diverse universities and programs, I feel the skills and opportunities your course presents are something that would help me achieve this. Your institution is located in London, which is the media capital of the world and famous for fashion and creative industry. My creativity will absolutely be strengthened in this atmosphere. Besides,Courses like Innovative Methods and Creative Industries will offer me a critical insight into advertising. And also, I am eager to study in an international community where I can communicate with students who have different perspectives in advertising and share my own experiences with them. In my mind, a recommendable advertisement should be effectively delivered to targeted audiences. Therefore, I aspire to study at your university.