An Investigation into the Efficacy of Applying the Principle of Rasa in Formulating Television Advertisements

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.