International Journal of Social Science & Economic Research
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Title:
AN INVESTIGATION INTO THE EFFICACY OF APPLYING THE PRINCIPLES OF VYANGARTH (SUGGESTED MEANING OF A WORD) IN DHVANI (SUGGESTION) OF INDIAN POETICS AS A TOOL TO MAKE ATTRACTIVE AUDIO-VISUALS: WITH REFERENCE TO SELECTED ELEMENTS OF VYANGARTH AND SELECTED AUDIOVISUALS OF SRI LANKAN COMMERCIAL ADVERTISEMENTS

Authors:
Dr. Sangeeth Rathnayake


Volume - 2 Issue - 10, Pages - 4987-4990

Abstract:
Even though it appears that the concept of Dhvani in Indian Poetics is unrelated to television advertisements unlike in the medium of Literature, the following research reveals that Dhvani is in fact an important element used in audio visuals perhaps as much as in literature. Examples have been utilized in the research to reveal how seven out of ten Dhvani such as Vaktru, Bodhavya, Kaku, Vakya, Anyasannidhi, Prasthav, Cheshta are evident in Sri Lankan television advertisements in terms of both words and visuals. Evidence has yet not been found on the use of the final three Dhvani, Vachya, Desh and Kal in local advertisements. This research confirms that the use of Indian Poetics in commercial advertisements has had a positive response and has been successful in gaining the attention of the modern day viewer. In conclusion, it can be observed that a better knowledge and an in-depth study of the use of Dhvani will be an advantage for producers in the advertizing industry to create better and more attractive audio-visuals in the future.

Cite this Article:

[Rathnayake, Sangeeth. "AN INVESTIGATION INTO THE EFFICACY OF APPLYING THE PRINCIPLES OF VYANGARTH (SUGGESTED MEANING OF A WORD) IN DHVANI (SUGGESTION) OF INDIAN POETICS AS A TOOL TO MAKE ATTRACTIVE AUDIO-VISUALS: WITH REFERENCE TO SELECTED ELEMENTS OF VYANGARTH AND SELECTED AUDIOVISUALS OF SRI LANKAN COMMERCIAL ADVERTISEMENTS." International Journal of Social Science and Economic Research, vol. 2, no. 10, 2017, pp. 4987-4990. October.]

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