Pui Yuen Lee (Vincie)

2 Years at PolyU Design
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Pui Yuen Lee (Vincie)

PhD (Edin)

Dr. Pui Yuen LEE (Vincie) is an Assistant Professor in the School of Design with expertise in advertising design discipline. She teaches advertising strategy, design research methods and capstone design projects for the final year undergraduate students. She also supervises MDes and PhD students with topics examining advertising, management, creative practices in relation to media technology and innovation.   

Dr. Lee receives her PhD from the University of Edinburgh with research on advertsing creativity, change management of advertising organizations. She is interested to investigate the changing roles of creative professionals play within society and how digital and innovative technology informed contemporary advertising practices.

Dr. Lee processes both academic and industrial experiences in advertising and design. She worked as communication designer and advertising creatives in multinational advertising agencies (O&M, FCB, DY&R). In 2008, Vincie pursued her teaching and research life and had served at various institutions including City University of Hong Kong, Hong Kong Baptist University and currently at the Hong Kong Polytechnic University.

Dr. Lee is appointed as the CreateSmart Initiative (CSI) Vetting Commitee by the Secretary For Commerce and Economic Development; and she is the Subject Specialist (in advertising & design) of the Hong Kong Council for Accreditation of Academic and Vocational Qualifications(HKCAAVQ). She provides consultancy and programme validation for the higher-education sector. She advises exam papers setting for the Hong Kong Examinations and Assessment Authority (HKEAA), serves as the honorary advisor and external examiner for programmes offered by the Chinese University of HK, Ling Nam University and PolyU Hong Kong Community College.

[ Research Interests ] : advertising, organizational management, creative practices, virtual and social media advertising

    

[ Professional Membership/ Services ]   

Member, American Academy of Advertising

[ Undergraduate teaching ]

Design Research Methods, Advertising Strategy, Advertising History, Co-operative Project, Advertising Capstone Project 

    

[ Peer-reviewed Journal Articles and Book Chapters ]

  • Lee, P. Y., (2017). "Advancing Social Causes through Video Games" in K. Chan(Ed.), Advertising and Social Issues, p. 187-200, City University Press

  • Lau, K. W., & Lee, P. Y. (2017). How technology affects our ways of shopping? A historical analysis on the use of technologies in retailing, International Journal of Research, Innovation and Commercialisation. (In press)

  • Lau, K. W., Kan, C. W. & Lee, P. Y. (2017). Doing textiles experiments in game-based virtual reality: A design of the stereoscopic chemical laboratory (SCL) for textiles education, International Journal of Information and Learning Technology, 34(3), (In press). 

  • Lee, P. Y. & Lau, K. W. (2016).Designing Employees’ Training by Immersive Serious Games? A Study of Digital Natives’ Satisfaction, Perception and Expectation in Corporate Training Practices, Development and Learning in Organizations. 30(4), 1-3. DOI 10.1108/DLO-10-2015-0083

  • Lee, P. Y. & Lau, K. W. (2015). The use of virtual reality for creating unusual environmental stimulation to motivate students to explore creative ideas, 23(1), 3-18. Interactive Learning Environment. DOI:10.1080/10494820.2012.745426

  • Lee, P. Y., (2015). Social Media Challenges for Advertising Business and Creative Management in the Social Media Era. International Journal of Research in Business Studies and Management, Vol 1, pp 1-12.

  • Lau, K. W. & Lee, P. Y.,(2015). The role of stereoscopic 3D virtual reality in fashion advertising and consumer learning, In P. Verlegh, H. Voorveld, & M. Eisend (Eds), European Advertising Association (EAA) Advances in Advertising Research Series (Vol. VI), Springer Gabler. (Invited book chapter - published in 2015).

  • Lee, P.Y. & Lau K. W., (2014). Studying the Strategic Plan of Advertising Leaders in Response to the Impact of Social Media: A Pilot Case Study in the Leadership of Advertising Agency, Open Journal of Industrial and Business Management, 2, 33-38. DOI: 10.12966/ojibm.05.04.2014

  • Lau, K. W., Lee, P. Y., & Lau, H. F. (2014). Shopping Experience 2.0: An Exploration of How Consumers Shop in Immersive Virtual Reality. Advances in Economics and Business, 2(2), 92-99.

  • Lee, P. Y., Lau, K. W. & Ho, W. Y. (2011) Web 2.0 and its implications for fashion educationIn K. W. Lau (Ed.), Mirror of the future: Applying virtual technologies to fashion business and education (pp. 90-96). Hong Kong: The Hong Kong Polytechnic University.

  • Lau, K. W. & Lee, P. Y. (2011). Using augmented reality in fashion visual merchandizing design: A study of consumers’ shopping experience in virtual world. Design Journal – Praxes, 5, 182-193.

  • Lau, K. W., Kan, C. W. & Lee, P. Y. (2011). From distance shopping to virtual shopping: Using telepresence experience design as a retailing strategy. International Journal of Design Sciences and Technology, 17(2), 77-90.

  •  Lee, P. Y., Lau, K. W. & Ng, M. C. F. (2009). Re-thinking the creativity training in design education: A study of creative thinking tools for facilitating creativity development of design students. Art, Design & Communication in Higher Education, 8(1), 71-84.

  • Lee, P. Y. & Lau, K. W. (2008). The changing role of communication designers in ubiquitous media. Design Principles & Practices: An International Journal, 2(2), 1-14.

  • Lee, P. Y. & Lau, K. W. (2008). On design thinking: Studying the hybrid process of managing creative thinking and design planning in design education. Design Principles & Practices: An International Journal, 2(1), 99-104

[ Conference Papers and Presentations ]

  • Lee, P.Y. & Lau K. W., (2017). Chinese Consumer Meanings of Product Placement in Videos on Online TV Platform,. The 16th International Conference on Research in Advertising (ICORIA), 29 Jun – 1 July 2017, University of Ghent, Belgium.

  • Lau K. W. & Lee, P. Y., (2017). Aducating” Consumers in the Digital Age? A Meta-Analysis on Studying Consumer Learning Process in an Interactive Game-based Platform. The 16th International Conference on Research in Advertising (ICORIA), 29 Jun – 1 July 2017, University of Ghent, Belgium.

  • Lee, P. Y. & Lau, K. W., (2016). "It's engaging! Uses and Gratifications of Chinese Youth on Advergames", Paper presented at the 15th International Conference of Research in Advertising (ICORIA), 30June-2 July 2016, Slovenia.

  • Lau, K. W. & Lee, P. Y. (2016). "Facilitating consumer engagment for effective brand communication: A study if using virtual reality to fulfill consumers personal needs", Paper presented at the 15th International Conference of Research in Advertising (ICORIA), 30June-2 July 2016, Slovenia.

  • Lee, P. Y. (2016). “The Discourse of Designers Identity and Creative Performance”, Tenth International Conference on Design Principles and Practices, Department of Arts and Design at Pontifical Catholic University in Rio de Janeiro, Brazil.

  • Lee, P.Y. (2015). “The Health Gamers’ Experience: A Study of Applying Digital Games for Health Communication” International Conference on Environment, Health, and Media 2015, Hong Kong Baptist University.

  • Lee, P. Y. & Lau, K. W. (2015). The organizational creativity learning for advertising agency: A study of advertising practitioner’ learning experience in distributed virtual reality, 2015 AAA Global Conference, American Academy of Advertising, July 9-12, 2015 in Auckland, New Zealand.

  • Lee, P. Y. (2014).Learning Brand Stories Online: A Reflective Practice of Blended Learning. Poster presented at the Higher Education Research and Society of Australasia (HERDSA) Conference 2014, 7-10 July 2014, Hong Kong Baptist University.

  • Lee, P. Y. (2014). Advergames for public service promotion: Using digital games to deliver anti-drug abuse messages to children. Paper presented at the 13th International Conference of Research in Advertising (ICORIA), 26-28 June 2014, Amsterdam.

  • Lee, P. Y. (2013). Digital media shape digital advertising creatives? A discussion on social media and creatives. Conference Proceedings of the American Academy of Advertising (AAA) Global Conference 2013.

  • Lau, K. W., & Lee, P. Y. (2013). Go Virtual? Enhancing consumers’ experiences in shared virtual reality for marketing communication. Conference Proceedings of the American Academy of Advertising (AAA) Global Conference 2013.

  • Lee, P. Y. & Lau, K. W. (2012). How do advertising agencies response to the rise of social media? A pilot case study. Paper presented at the 12th International Conference on Knowledge, Culture and Change in Organization.

  • Lee, P. Y. (2011). The Changing role of advertising creative personnel towards the impact of social media. Paper presented at the Academy of Marketing Conference 2011, Liverpool, U.K.

  • Lee, P. Y., Lau, K. W. & Leung, P. Y. (2010) Conflict and implication of establishing immersive virtual environment for visual merchandising: A study of consumers’ virtual shopping experiences in virtual collaborative networks. Paper presented at the VIRT3C@Hull 2010 Developing the Virtual Society: Conflict in Adoption of Collaborative Networks.

  • Lee, P. Y. & Lau, K. W. (2009) Designing virtual experience in the landscape of immersive simulated environment: An understanding of users’ perspectives. Paper presented at the IVSA International Visual Sociology Association conference, Cumbria, UK.

  • Lau, K. W. & Lee, P. Y., (2009) Teaching and learning visual design in an augmented virtual reality: Using simulated virtual environment in higher design education. Paper presented at the EDULEARN09- The International Conference on Education and New Learning Technologies, 6-8 July 2009, Barcelona, Spain.

  • Lau, K. W. & Lee, P. Y. (2009) Hyper-realistic simulations as a heuristic tool for fashion designers: Exploring the possibilities of establishing virtual fashion studio for fashion professionals. Paper presented at the 3rd International Conference on Design Principles and Practices, Berlin, Germany.

  • Lee, P. Y. & Lau, K. W. (2008) Communication design of the ubiquitous media. Paper presented at the 2nd International Conference on Design Principles and Practices, 9-11 January 2008, University of Miami, USA.

  • Lau, K. W. & Lee P.Y. (2008) Teaching design thinking: A hybrid process of managing creative thinking and design planning. Paper presented at the 2nd International Conference on Design Principles and Practices, 9-11 January 2008, University of Miami, USA.

   

[ Community Services ]

  • Education and Authority:
  • CreateSmart Initiative Vetting Committee, HKSAR. (2017-2019)
  • Specialist (Advertising & Design), Hong Hong Kong Council for Accreditation of Academic and Vocational Qualifications (2015-2018)
  • Panel Member, Hong Hong Kong Council for Accreditation of Academic and Vocational Qualifications (2015-2017)
  • Honorary Advisor, Languages and Communication, CUSCS, CUHK (2015 - 2017)
  • External Examiner, Associate Degree Scheme in Design (Advertising Design), HKCC, PolyU (2016 - 2018)
  • External Examiner, Higher Diploma in PR and Advertising, CUSCS,CUHK (2015 - 2017)
  • External Examiner, Creative Media Design, CCLU, Lingnan University (2016-2019)
  • Moderator, Hong Kong Examinations and Assessment Authority (HKEAA) (2010-present)
  • Portfolio Assessor, Hong Kong Examinations and Assessment Authority (HKEAA)
  • Paper Setter, Hong Kong Examinations and Assessment Authority (HKEAA)

  • Journal and Conference Review:
  • Reviewer, American Academy of Advertising Annual Conference
    Reviewer, Journal of Knowledge, Culture and Change Management
    Associate Editor, Design Principles & Practices: An International Journal
    Reviewer, Studies in Higher Education
    Reviewer, The International Journal of Knowledge, Culture and Change Management
  • Community and Judges:
  • Panel Judge, MTR Advertising The Best of the Best Awards 2016
    Adjudicator, Hong Kong Federation of Youth, M21 project 2015
    Adjudicator, Public Relation Projects Competition, Division of Language Studies, City University of Hong Kong
    Adjudicator, MTR Corporation
    Adjudicator, Antalis(HK)International Ltd.
    Programme Leadership:
    Programme Leader, Associate Degree in Design (Advertising Design), PolyU HKCC
    Assistant Scheme Leader, Associate Scheme in Design, PolyU HKCC
    Deputy Programme Leader, Associate of Arts in Digital Visual Design, CityU CCCU
    Programme Setter, Cheung Kong School of Art and Design, Shantou University, PRC

 

Miscellaneous