Rationale and background Research
Visual Arts has a profund impact on fashion . It not only inspires designers, but also satisfies customers’ aesthetic needs. Moreover, the interaction between visual arts and fashion have become a part of the culture; both of which fashion a vibrant world.
As for me, an advertising man and a fashion communicator, I have decided to research how visual arts, especially image arts help fashion brands communicate with customers: creative needs, arose customers’ desire, storytelling,
Currently, Chinese fashion brand owners & designers really need specialists who can think internationally, and who have both an art and marketing background, to support them launch, manage and communicate brands to target consumers. These needs completely match my study objectives.
I am also interested in observing and researching contemporary and future fashion advertising methodology. An insight into winning campaigns and projects to help create specific advertising methodology for Chinese fashion brands. I hope this methodology can help chinese domestic fashion brands and designers to handle the challenge the U.K. faced 160 years ago, which China is facing now: Understand methodology of establish brands and communicate with customers individually.
Fashion brand owners, fashion brand marketing managers, fashion designers, fashion PR, magazine editors, photographers, and stylists
Where do I want to get to, how am I going to get there and how will I know I get there ?
During the MA course, I want to investigate how visual arts can help fashion brands and designers communicate with customers both in the U.K. and China on a cultural level, And create specific advertising methodology for typical Chinese fashion brands.
In order to complete this MA, time management is the goal with the highest priority to help me achieve my goals. Fulfilling my learning agreement and learning goals will help me make a clear and effective schedule for my whole year MA study. Critical thinking is vital skill for me to understand and analyse data & information through my research and study. I should keep practicing my communication skills, and I will organize a workshop to research the differences between the Eastern and Western aesthetic（visual culture), which will be the most challenging process to support my research.
I will know I have arrived at my objectives when I hand in my final dissertation, present my research, and complete the MA exposition at the end of the year. This will support me to become a researcher and professional advertiser, and will launch my career on a higher level.
Background
Where have I been?
I am a graduate of SJTU (Shanghai Jiao Tong University, China), with my Major being in Graphic Design. During my BA academy years, I found a real enthusiasm for photography, and luckily I got the chance to co-operate with students & teachers who majored in styling and fashion design. I became really addicted to taking photos via their works; this was the beginning and a milestones for my career, which I believe will last forever.
After graduating, set up a photography studio based in Shanghai with my partner. My clients included magazine editorial, website editor (www.fashiontrenddigest.com , www.yoka.com), Advertisement Agency, Fashion brands owners (Dickies, Beborn,), independent fashion designers (Chen Ji :La vie , Lu Kun,Perk) and a lot of stylists. During this time, I still co-operated with students and teachers from DHU (Shanghai Dong hua University), SIVA (Shanghai Institute of Visual Art) , and STA (Shanghai Theatre Academy).
During those three years, I treasured the work experience with clients, partners and friends, and did the best I could to practice my photography skills and develop my basic fashion background knowledge as much as possible. Both of these areas helped me to become a better communicator and be more creative.
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