The admission letter is the first "meeting gift" that college freshmen receive.

In order to give freshmen a good "first impression", and for enrollment promotion, many schools have begun to "use their brains" on the admission notice.

  Inlaid with "gems" and "chips", hollow bronzing, "stars" Rob, laser engraving, three-dimensional molding... The admission notice has gradually evolved into a "cultural messenger" of colleges and universities.

  Faced with the situation that college admission letters are becoming more and more "volumetric", the Ministry of Education issued a document to put forward clear requirements for college admission letters for the first time.

  Phenomenon

  "Metaverse" and "Notice Box" offer a variety of admission notices

  This year, many colleges and universities showed their magical powers and played tricks on their admission notices.

  The notice of Nanjing Forestry University is themed with "One Hundred and Twenty Southern Forests". Six exquisite illustrations of the national tide style are combined into a "Long Scroll of Nanlin Culture", and notices with different themes are randomly issued for students to dismantle the "South Forest Culture". Blind Box".

  The most intuitive feeling of the admission "notification box" of Southern University of Science and Technology is "big" and "heavy".

The "notification box" full of materials weighs 2.7 catties.

  In highlighting the characteristics of the school, the University of Electronic Science and Technology of China and Harbin Institute of Technology bear the brunt.

Open the notice of the University of Electronic Science and Technology of China, and see that the wires and resistors are connected to form a mysterious campus map, scan the circuit board, you can enter the "Metaverse" version of the campus, the school emblem attached to the corona, the bookmarks of the stars and the sea, and the octagonal study ruler, An unpolished silicon particle is embedded in the center of the star track, shining brightly.

"This is the top romance for science students," said a freshman at the University of Electronic Science and Technology of China.

  The admission letter of Harbin Institute of Technology has diamond or sapphire, which is very "hard core".

The theme of the notice is "Yao", the irregular shape is like a chip, and a diamond or sapphire is inlaid on the right side of the cover, which complements the school motto of Harbin Institute of Technology "Strict Specifications, Kung Fu at Home".

  In addition to the hard core, it is more meaningful and meaningful.

A jar of Pu'er tea from Fengqing County, Yunnan Province is attached to the 2022 Sun Yat-sen University Undergraduate Admission Notice, which witnesses Sun Yat-sen University's contribution to poverty alleviation and rural revitalization.

  The admission letter of Renmin University of China in 2022 adopts a new three-dimensional design of the box.

The letter box was lightly opened, and what caught the eye was Chairman Mao's inscription at the Northern Shaanxi Public School and a golden compass of the history of the National People's University.

The compass turns, and from 1937 to 2022, the major events in the history of the school in the past 85 years have also poured into the audience like a tide.

  Westlake University, which welcomes its first undergraduates this year, the most amazing thing about the admission letter is that the small painting with a diameter of only 5 cm in the gift box adopts the "femtosecond laser ink-free color" technology.

  According to the researchers of the school, the thin film on the wafer is the "secret" of color rendering, which is also the "secret" they got after hundreds of repeated debugging.

Flip the wafer over and you can see the name and year of enrollment that the researchers have customized for each undergraduate freshman.

  Probe

  Packaging "plus size" is conducive to publicity

  Why are college admission letters becoming more and more "roll"?

Chu Zhaohui, a researcher at the Chinese Academy of Education Sciences, believes that this generation of college students is very concerned about the "sense of ritual", which is related to their growing environment.

Colleges and universities are fiercely competitive in admissions. They understand the needs of students, so they do some tricks on admission notices to attract attention and meet students' expectations.

  Wang Yu (pseudonym), an administrative teacher in colleges and universities, said that the "volume" of the admission notice is inseparable from the competition for outstanding students and the expansion of their own publicity. A dazzling admission notice can quickly send colleges and universities to a certain extent. On the hot search, improve the reputation of the university itself.

For students, the college admission letter is one of the memorable items, and it is an item that can be cherished for life. Therefore, durability and beauty are its essential attributes.

From this aspect, this "volume" is meaningful and valuable.

  For students, a beautiful admission letter not only represents their own personal efforts, but also becomes a display of identity.

A reporter from Beijing Youth Daily noticed that many students would share their admission notices on social networking sites to show their sense of belonging and pride.

  "In the past, the information of the admission letter was only circulated within the family, school or community; now, the admission letter is not only for students, but also for the society." Cao Ang, a lecturer in the Department of Media and Communication, School of Humanities and Development, China Agricultural University believes that, As a communication medium, the original function of the university admission notice should be to publish the news of the "Golden List Title". The students who receive the notice are most concerned about the information it carries, that is, the word "admission".

  Subsequently, the 2.0 version of the university admission notice appeared, and major universities wanted to express more information in it, including history, culture, ideals, spiritual connotations, etc., and even local characteristics and trend elements.

  The more and more "volume" admission notices can reflect the exploration in version 3.0, that is, the overweight in packaging and vision.

For example, using creative designs and unexpected materials, or expanding the use of functions, including adding food and wearables, etc.

  The main purpose of the packaging of admission notices in colleges and universities is to promote the image of the school.

The functions of publicity include conveying information, strengthening awareness, causing discussion, and deepening impression.

This may be beneficial to the promotion of the school's popularity, the development of future enrollment and the acquisition of more social resources.

  In a broader context, this also reflects that with the development of the market economy, in the fiercely competitive environment, colleges and universities have begun to use commodity marketing to promote, and the "packaging" of admission notices is considered to be able to obtain better results. benefit.

  sound

  Reflecting the enthusiasm of colleges and universities, the notice brings a sense of ceremony

  Exquisite college admission letters are essentially "cultural and creative" products of major colleges and universities. They represent a period of hard work and carry a new beginning for a student. Its significance is worth cherishing.

  Regarding the "complexity should be simplified" in the college admission letter, Tian Muxi, a freshman of the 2022 class of Beihang University, believes that the selection of materials for the college admission letter should not be extravagant, but "minimalism" should not be used in this. Reasonable, the sense of ceremony that the admission letter can bring is very important.

  Xiamen University's 2022 graduate student "The Moon Passes the Cape of Good Hope" believes that instead of all schools benchmarking "simple", colleges and universities should "let a hundred flowers bloom".

Some schools pursue "perfection and beauty", while others advocate "the great road to simplicity", and these concepts will also be reflected in the notice.

  Xiaoyu (pseudonym), an undergraduate admitted to Soochow University this year, said: "It is meaningful to let a hundred flowers bloom in the notice, and it has incentive value."

  Xiaoyu said that he understood the original intention of the Ministry of Education's initiative: "As the initiative said, 'avoid waste', the education authorities are afraid that the admission letter will develop in an uncontrollable direction." He felt that as long as colleges and universities are willing to design the letter And the meaning of working hard to show the enthusiasm and sincerity of college admissions is also in response to the original intention of the Ministry of Education's call to "do not waste".

  Wang Yu, an administrative teacher at a "double first-class" university in Beijing, believes that the requirements of the Ministry of Education are a very good guide, but the admission letter's economy, simplicity and commemorative significance, beauty and generosity do not conflict with themselves.

  In her opinion, if it wants to be more restrictive and normative, it is possible to specify in detail what is "extravagance and waste", because it is more difficult to operate in practice, and how to supervise it is also a difficult problem.

She suggested that the orientation should be clearer, such as advocating the use of new environmentally friendly materials and so on.

  There are also views that the pursuit of a certain sense of ritual in the admission letter does not mean blindly following the trend or even conforming to kitsch.

It is not a bad thing that admission notices become more and more "rolled", but this should not be a show, but an opportunity for colleges and universities to tap their own advantages, characteristics and cultural connotations.

  The notice pursues "face value" while forgetting the spiritual core

  Wang Dingliu (pseudonym), who received the admission letter from Shanghai University, said that the delicacy and richness of the Shanghai University admission letter is in line with its temperament formed by factors such as history and geographical location.

  But he believes that going to university is a kind of advanced study after all, and it is more pragmatic for schools to pay attention to teachers, hardware facilities and resource platforms.

The admission letter is just a business card of the school. As prospective college students, we all know the truth of "never judge a book by its cover" (don't judge a book by its cover).

  Xue Jun, deputy dean of Peking University Law School, believes that no matter how beautiful a notice is, it is only a notice. What is more important is the training of students after entering the school.

Once admitted, it is the beginning of a fate.

Instead of spending a lot of money on making "luxury" notices, it's better to save the money to support some students and "spend the money on the edge".

  There are also views that the admission letter is too much for "appearance", which is not in line with the spirit of university education; it is the spiritual core of the letter that can truly make freshmen feel the strong campus culture and academic style before entering the campus.

Based on this, Shaanxi Normal University's 15-year brush-written admission notice has become more and more clear.

It is always Duanfang's old professors, current students or alumni who are invited to write the admission letter one stroke at a time.

The spirit of the school is vivid on the paper, and the inheritance between teachers, students and alumni is also between the lines.

  Text / reporter Zhu Jianyong

  Intern Niu Xiumin Huang Zihang Li Jiaxin Cai Xueqin Zhang Xingyu

  Coordinator / Lin Yan Zhang Bin