Describe our reasons for pursuing graduate study and your academic and professional interests and goals

Essay topics:

Describe our reasons for pursuing graduate study and your academic and professional interests and goals

I am applying to master’s program of Stan Richards school of advertising and PR in pursuit of a career in academic research. With a deep interest in social media advertising and consumer behavior, I hope to acquire deeper knowledge and further research on the very subject by joining your institute.
My interest in advertising and consumer behavior built up during my undergraduate years. Being introduced to various modes of communication and media effects studying in the school of communication and media, courses like Political Communication and Media Campaign Planning triggered my admiration for persuasion. On a realization that much of persuasion studies are interconnected with psychology, I decided to double major in psychology. Learning what constitutes human mind and how persuasion works, I channeled my initial interest over political campaign to advertising communication. Courses like Advertising Psychology and Consumer Behavior&Strategic Communication elaborating my knowledge, I was committed to the topic of consumer behavior and motivation.
Understanding the needs and motivations underlying consumer behavior is a crucial part when it comes to developing the marketing strategy and designing appropriate advertising appeal. Working as an intern of KAKAO, the biggest social network service provider in Korea, I was in charge of an online promotion for Kakao mini, the AI(Artificial Intelligence) speaker of the company. Based on the demographic data of previous purchases, I figured out that young women(in their 20-30s) and middle-aged men(mainly 30-50 years old) are the two major groups who bought the speaker. The majority of the young female consumers were members of single-person households, which lead to an assumption that they bought the speaker expecting it to be their friend that helps them feel less lonely. On the other hand, for men, their main channel for purchase was ‘kakao gift. I predicted their motivation for purchasing to giving a present to others. Confirming the assumptions by conducting a focus group interview, I tailored the persuasive messages according to the motivations of each targeted group. As a result, the efficiency of the advertising grew sufficiently, which lead to increased ROI. Knowing that accurate understanding of the motivation is a key to build successful marketing strategy that can affect consumer decisions, I was challenged to explore further with consumer motivation.
Even though motivation is one of the areas of most interest to researchers studying consumer behavior, it is not yet to be fully understood. Such limitation is partially due to the fact that motivation study mostly relies on self-reports as it is not easy to measure the human mind from the outside. In case of social media, however, a door is opened for researchers examining user motivation without directly asking them. Unlike traditional media, users are actively engaged in the social media by expressing their feelings, interacting with others, even generating their own contents. That is, with investigation over their involvement, tracking their social media use or analyzing the contents generated, researchers can elicit meaningful information about the individuals. For example, in New Media Psychology course, I conducted a content analysis of 30 female participants’ Instagram feed in order to find out the relationship between Instagram posting behavior, narcissism and relationship satisfaction. The result proved that the total number of photos posted and the number of selfies could be the indicator of narcissistic traits. Acknowledging that there is a possibility of better understanding the consumer mind with incorporation of analyzation over contents into the research, I become committed to the particular topic of exploring the consumer mind embedded in the social media sphere.
I truly believe that of University of Texas Austin is the perfect place to start this journey of academic pursuit. Unlike other institutes providing only minor or elective courses in advertising, Stan Richard school of Advertising and PR focuses solely on diverse dimensions of advertising itself, with enhancement programs that could navigate me through the sea of advertising studies. Especially the Planning and Strategy program will prepare me with the proper tools to analyze the social media user behavior and motivation underlies it, as well as sturdy academic background to understand the complex nature of human mind.
Of course, I cannot bypass with not mentioning the faculty of Stan Richards school, being one of the strongest in US and internationally. Although I have never visited or met professors in person, the fact that the professors I admire the most, Yong Jun Sung, Sejung Marina Choi and Young Min, all started their career as distinguished scholars and lecturers in UT Austin, adding to the fact that Angeline Close Scheinbaum, Matthew Eastin, who are the experts of advertising and consumer behavior are teaching at your institute, gives assurance to my belief that this is the right place that could train me as the scholar I have dreamed to be. Combining my work experiences in the field and interdisciplinary academic background with strong support from University of Texas Austin, I sincerely hope to become a scholar who is well-structured and organized but not old-fashioned, creative and young but insightful.
After finishing the Master’s degree, I am planning to continue my journey by getting Ph.D. in Texas Austin. Your institute, fully understanding the highly interdisciplinary nature of advertising and providing integrated program with more than two fields combined, will pave the road to the accomplishment of my ultimate goal of becoming a prominent scholar and a caring teacher just like my predecessors from Texas Austin.

Average: 1.6 (1 vote)
Essay Categories
Essays by the user:


Grammar and spelling errors:
Line 2, column 1, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
...ery subject by joining your institute. My interest in advertising and consumer ...
Line 3, column 1, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
...c of consumer behavior and motivation. Understanding the needs and motivations ...
Line 6, column 1, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
...tand the complex nature of human mind. Of course, I cannot bypass with not ment...
Line 7, column 1, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
...d, creative and young but insightful. After finishing the Master's degree...

Transition Words or Phrases used:
but, however, if, so, well, for example, of course, as a result, as well as, on the other hand

Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments

Performance on Part of Speech:
To be verbs : 28.0 19.5258426966 143% => OK
Auxiliary verbs: 8.0 12.4196629213 64% => OK
Conjunction : 33.0 14.8657303371 222% => Less conjunction wanted
Relative clauses : 22.0 11.3162921348 194% => OK
Pronoun: 72.0 33.0505617978 218% => Less pronouns wanted
Preposition: 132.0 58.6224719101 225% => Less preposition wanted.
Nominalization: 28.0 12.9106741573 217% => Less nominalizations (nouns with a suffix like: tion ment ence ance) wanted.

Performance on vocabulary words:
No of characters: 4950.0 2235.4752809 221% => Less number of characters wanted.
No of words: 893.0 442.535393258 202% => Less content wanted.
Chars per words: 5.5431131019 5.05705443957 110% => OK
Fourth root words length: 5.46654420955 4.55969084622 120% => OK
Word Length SD: 3.26450301651 2.79657885939 117% => OK
Unique words: 445.0 215.323595506 207% => Less unique words wanted.
Unique words percentage: 0.498320268757 0.4932671777 101% => OK
syllable_count: 1548.0 704.065955056 220% => syllable counts are too long.
avg_syllables_per_word: 1.7 1.59117977528 107% => OK

A sentence (or a clause, phrase) starts by:
Pronoun: 21.0 6.24550561798 336% => Less pronouns wanted as sentence beginning.
Article: 7.0 4.99550561798 140% => OK
Subordination: 5.0 3.10617977528 161% => OK
Conjunction: 0.0 1.77640449438 0% => OK
Preposition: 10.0 4.38483146067 228% => Less preposition wanted as sentence beginnings.

Performance on sentences:
How many sentences: 32.0 20.2370786517 158% => OK
Sentence length: 27.0 23.0359550562 117% => OK
Sentence length SD: 82.9240463372 60.3974514979 137% => OK
Chars per sentence: 154.6875 118.986275619 130% => OK
Words per sentence: 27.90625 23.4991977007 119% => OK
Discourse Markers: 2.9375 5.21951772744 56% => More transition words/phrases wanted.
Paragraphs: 7.0 4.97078651685 141% => Less paragraphs wanted.
Language errors: 4.0 7.80617977528 51% => OK
Sentences with positive sentiment : 24.0 10.2758426966 234% => Less positive sentences wanted.
Sentences with negative sentiment : 1.0 5.13820224719 19% => More negative sentences wanted.
Sentences with neutral sentiment: 7.0 4.83258426966 145% => OK
What are sentences with positive/Negative/neutral sentiment?

Coherence and Cohesion:
Essay topic to essay body coherence: 0.087148994661 0.243740707755 36% => The similarity between the topic and the content is low.
Sentence topic coherence: 0.0252378446133 0.0831039109588 30% => Sentence topic similarity is low.
Sentence topic coherence SD: 0.0259130484327 0.0758088955206 34% => Sentences are similar to each other.
Paragraph topic coherence: 0.0470387425046 0.150359130593 31% => Maybe some paragraphs are off the topic.
Paragraph topic coherence SD: 0.0169267897698 0.0667264976115 25% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.

Essay readability:
automated_readability_index: 18.6 14.1392134831 132% => OK
flesch_reading_ease: 35.61 48.8420337079 73% => OK
smog_index: 13.0 7.92365168539 164% => OK
flesch_kincaid_grade: 15.0 12.1743820225 123% => OK
coleman_liau_index: 15.15 12.1639044944 125% => OK
dale_chall_readability_score: 9.89 8.38706741573 118% => OK
difficult_words: 278.0 100.480337079 277% => Less difficult words wanted.
linsear_write_formula: 12.5 11.8971910112 105% => OK
gunning_fog: 12.8 11.2143820225 114% => OK
text_standard: 13.0 11.7820224719 110% => OK
What are above readability scores?

Write the essay in 30 minutes.
Maximum six paragraphs wanted.
It is not exactly right on the topic in the view of e-grader. Maybe there is a wrong essay topic.

Rates: 16.67 out of 100
Scores by essay e-grader: 1.0 Out of 6
Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.