Master of Science in Media Science (Advertising Specialization), IQRA UNIVERSITY
Bachelor of Arts in Fashion Design, AIFD
Uroosa Umair’s research interests are deeply rooted in the intersection of visual art and media communication, with a specific focus on the symbolic and psychological impacts of floral imagery and abstract art in advertising and art direction. She aims to explore how flowers and abstract forms, as potent symbols of cultural and personal significance, can be utilized to enhance narrative and emotional depth in media campaigns and visual storytelling. Her upcoming PhD research will delve into the effectiveness of floral motifs and abstract elements in shaping consumer perceptions and emotional responses, assessing their role in the aesthetics of advertising and the broader landscape of visual communication. This investigation seeks to uncover the transformative potential of these natural and artistic elements to influence viewer engagement and message retention in diverse media formats, contributing to a richer understanding of how such elements can dictate art direction and media strategies.
Uroosa Umair is a Senior Lecturer at Iqra University with over 17 years of teaching experience. As a proud alumna of AIFD, holding a Bachelor's degree in Fashion Design, and Iqra University, where she earned her Master’s degree in Media Science specializing in Advertising, Uroosa brings a unique blend of expertise to the classroom. Her seamless transition from fashion design to media science has profoundly enriched the academic environment with her deep knowledge and passion for both fields. In her role, Uroosa artfully combines creative arts with critical media studies, fostering a dynamic learning environment where traditional and modern concepts of art, design, and media are thoughtfully intertwined. Her teaching methodology is characterized by interactive projects, case studies, and collaborative learning initiatives that encourage students to explore the aesthetic dimensions of media and advertising. Uroosa frequently incorporates symbols like flowers and abstract art into her curriculum, enhancing visual communication and cultural expression in her classes. This approach not only reflects her interest in how these elements impact advertising but also their influence on broader societal trends.
Beyond her classroom responsibilities, Uroosa is passionate about curriculum development. She integrates the latest digital technologies and insights into consumer behavior to keep her courses fresh and relevant. Her leadership has led to the introduction of new courses that merge technology, art, design, and media with contemporary market trends, keeping the curriculum innovative and practical. Uroosa's commitment to education and her skill in blending diverse disciplines make her a key asset to Iqra University and a source of inspiration for her students.
