International Conference on Sri Lanka Studies (ICSLS)

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    An Empirical Study on Message Source Attributes Reflected by Children in Television Advertising; An Audience Perspective
    (University of Kelaniya, 2005) Ratnayake, B.R.M.N.; Kumara, K.H.H.; Chaminda, J.W.G.
    Television advertising plays a key role in the marketing warfare in communicating marketer’s distinctive strategy. Message source is one critical constituent that determines the success of television advertising. The message source should be selected with due concern to communicate the intended advertising message. The message source is based on different source attributes such as credibility and attractiveness within which aspects of knowledgeability, trustworthiness, similarity, likeability and favourability are embedded. Despite the available literature reviews falls short to indicate what source attributes are reflected by children, there is a mounting tendency of appearing children directly or indirectly as the message source in television advertising. Thus, the study is carried out to identify the message source attributes reflected by children when appeared as a message source in television advertising in Sri Lanka as perceived by the television audience. The sample was limited to television audience in Colombo district with a sample size of 240. Fifteen closed ended questions were administered by a survey based on two aspects of credibility and three aspects of attractiveness. Major statistical tools used to analyse gathered data were the mean values and the percentage analysis. According to the empirical results, respondents have rejected the aspects of knowledgeability and trustworthiness on credibility and similarity on attractiveness reflected by children as a message source. They have accepted the likeability and familiarity on attractiveness as the message source attributes reflected by children. In conclusion, likeability on attractiveness is the most perceived message source attribute reflected by children in television adverting.
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    Geographical Information Systems: An efficient Method for the Selection of Student for Grade One in Government Schools of Sri Lanka
    (University of Kelaniya, 2005) Amarasinghe, A.G.; Senarathna, H.M.P.K.
    Finding a school for the children who wish to enter the year one of government schools has become one of the most crucial problems in education system of Sri Lanka. It is evident that, selecting qualified students for the year one is a major issue faced by the relevant authorities. At the same time, it is clear that both parties involved deviate from the normal procedure adopted in the selection process. Sometime selection personnel have been bribed, especially when the needed requirements are insufficient. There are instances where qualified students have not been selected for admission to school. In such instances parents are compelled to bribe the officers. It is opined that such incidents occur due to the lack of efficient information needed for selection of students. These issues can be handled easily with the help of available computer aided technology such as Geographical Information Systems (GIS). GIS can handle relevant qualitative and quantitative data. Using these data it is easy to determine the geographical location and get other information that are curtail to select the student. Maps, diagram, images or photos can be added and create a database to verify the dictions. Once the selection is made, the database can be duly updated throughout the student’s career in the particular school as well as other national institutes that required such data.