Message From Advertising Program Leader

Dr. Benson CHEUNG

Transmogrify is not a common English word that we use in daily life. According to my learning from dictionary of this word, ‘transmogrify’ describes scenario an act of change of a person or thing that surprises you, usually, in a humorous way. One good example that almost every kid would identify is the well-known fairy tale story of a frog that transmogrifies into a prince. The story illustrates how in a daily situation, a person can be transmogrified into one he or she can no longer identify as his/her own self, like from a frog (ordinary) into a prince (extraordinary).

Surprisingly, as I reflect, I did encounter several transmogrifying experiences in my life. I am often invited by my students for reunion dinner/ event even after years they have graduated from university/institute. When I met them, their looks, their maturity with creative faire and their successful stories always captured my attention in a very wonderful way. Sometimes, I did not even believe he/she as the same student I taught years/a decade ago. The older graduates I met are, the more intense that transmogrified feeling I had. My experience implies that design graduates have plenty of opportunities to change from ordinary to extraordinary through developing their design career. Likewise, I hope this year’s graduates will embark on a transmogrifying journey full of wonderful surprises as they build their career in Design. It will be a privilege for me to meet them again one day in the future and listen to their stories. All the Best and Congratulations!

 

Dr. Benson CHEUNG
Advertising Program Leader