Abstract:
Rasa element in turn consists of ten parts, namely, Srungaarö, Karuna, Wiirö, Biibathsö,
Shaanthö, Haasyö, Raudrö, Bhayanakö, Athbhuthö and vatsalyö. Objectives were to
find whether or not ‘Rasa’ in Indian poetics can be used as an effective audio visual
tool in the selected advertisement samples from Sri Lankan television and to make
commercials more interesting by mixing existing Indian poetic theory with better
understanding of the aesthetic sentiment known as ‘Rasa’. For the purpose of this
research, specific advertisements have been selected from Sri Lankan television with
special attention given to the ten elements of ‘Rasa’. Out of the ten elements of ‘Rasa’
Karuna and Shaanthö have not been found. There yet remains scope for improvement
in the field of audio visuals with a better knowledge of Indian poetics and in conclusion
it can be stated that any future studies done in relation to aesthetic sentiment or ‘Rasa’
will not be limited to benefitting the field of advertizing but would additionally benefit
film making and the creation of videos for social awareness as well.
