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 Advertise

rs’ 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 Pe

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