Symposia & Conferences
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Item Investigation of Digital Media trends in Commercial Advertising related to Marketing Communication: A special analysis of Unilever Sri Lanka & Ceylon Biscuits Limited.(International Conference on the Humanities (ICH), 2017 Faculty of Humanities, University of Kelaniya, Sri Lanka., 2017) Madhusanka, N. M. A.N.When considering advertising as a concept, it has been changed over time with different social requirements. In the past, voices and sounds were used for effective communication, but later newspapers, radio, television and other electronic medias were introduced. It proves the above points when analyzing how 30 seconds television advertisements and the cost efficiency have been challenged by digitalization. Marketers and advertisers should trust on the power of digitalization before guiding companies and organizations towards it. Digital media can make a greater impact on the society when compared to traditional media. This research focuses on the digital media trends seen in advertising in advertising marketing. The main objective of this investigation is to analyze new marketing trends which are currently being used by Unilever Sri Lanka and Ceylon Biscuits Limited related to the concept of digitalization. Two advertisements have been taken randomly from each company for investigation. For this, the researcher selected Unilever’s Sunlight “Nill Manel Saban Kate” and “Laoji-Api Hamoma Lengathukam Handunana Minissu”, and the “Munchee Super Cream Cracker Super Hero” and “Lanka Soy I Cook” ad, from Ceylon Biscuits Limited. Content analysis and interviewing methods were used as methodology. Two marketing managers were interviewed from those respective companies. After an experimental investigation, it has been clearly identified that the marketers and advertisers have tried to understand the reality of the society by thinking beyond the tradition. A new range of technological devices have been introduced to local customers related to the concept of e-commerce while increasing smart mobile usage. Traditional concepts have been used extensively in advertising. There are digital signboards along the highways. In the concept of digitalization, usage of internet promotions, videos in internet and new technological developments have made a greater impact on advertising. It is a good suggestion that a higher promotion can be gained by further usage of digital media trends. Accordingly, further marketing advertising can be used as a suggestion to use these advertisements with more media, such as Facebook, YouTube, and the new media.Item A Linguistic Analysis on the Language Used in Short Message Services(Department of Linguistics, University of Kelaniya, Sri Lanka, 2016) Sewwandi, K.A.S.The necessity for an efficient concise language in communication has been the reason behind evolution of Short Message Language. They are used for different communicative purposes. Development in Communication and Technology have paved the way for an expansion of Short Message Services. Therefore, instead of a voice message the ability to send and receive text messages is popular these days. Hence this research focuses on studying the language used in short texts conveying a message. The research was conducted by observing fifty people including both young and adult population who use Short Message Service in their daily activities. Data were gathered by analysing the way they use language in short messages. It was observed that this method could be employed for broad conversations. Communication through available templates allow the sender to convey the intended message within a short time duration. Symbols and unique abbreviations are used in communicating via short messages. Usage of idiolect have become the recent trend with regarded to the language employed in Short Message Services.Item Corpus Planning Situation of the Sinhalese Language in the Latter Part of the 20th Centu'1'; A Linguistic Study on Word Dividing Rules(Department of Linguistics, University of Kelaniya, Sri Lanka, 2016) Dissanayake, K.C.M.Corpus planning is involved with creating standard for a language such as spelling, grammar or creating dictionaries. It is a deliberate effort to influence the structure of the language. This study intends to analyse the word dividing rules of written Sinhalese. Data were collected from the written records published time to time by the government on word dividing rules in the latter part of the 20th century. Communication is the major function of language and the effective communication relies on words. The word is a single distinct meaningful element of speech or writing which may consist of a sound, a combination of sounds, a single morpheme or a combination of morphemes. When there were no word dividing rules, writers, publishers, teachers and students used to divide the words as they desire. It influenced badly on the standard of Sinhalese language. So, some experts in the Sinhalese language decided to introduce some rules for it. As the results of their discussions they decided to implement some acceptable word dividing rules in the written Sinhalese. Then they made some state documents including those rules. Those documents were revised from time to time and new documents were created. The major objective of this study is to comparatively analyse those documents and to forward a new proposal for the word dividing rules.Item Sign Language Teaching for the Hearing Disabled(Department of Linguistics, University of Kelaniya, Sri Lanka, 2016) Thayanithy, K.Each and every speech community, all around the world use their own and unique language to communicate with one another. Like wise the people who have hearing and speaking disabilities use the sign language as a means of communication . This study is based on the students of Nuffield at Kaithady, Jaffna. The data for this research were obtained through direct observations and conversations with the primary students of the said school. The research studies how the knowledge in sign language enables the people with hearing disabilities to access the education and to ease their communication. With the direct observations and communications it was revealed that the students face problems in their higher studies. The school has set a pass percentage to identify and observe the improvement of the students. Going through the test marks of the students who were trained to use sign language it was noted that the said students had received poor marks in exams; a result of the burred understanding of sign language. The students are being taught using sign language especially for the ordinary level examination by the trainers who come from various part of the country. Sign language has its variations limited to different areas. Consequently, this variation leaves the students confused. They also encounter some setbacks in answering the questions due to lack of knowledge in language. In order to avoid this situation they should be given a clear idea of the exam papers by the teacher who teaches them the sign language. It may ensure them a chance to follow the higher education. Here the researcher further highlights the fact that a change in the system of examination is essential benefiting the hearing disabled students.Item The Problems Encountered in Using Communicative Language Teaching in Teaching German as a Foreign Language(Department of Linguistics, University of Kelaniya, Sri Lanka, 2016) Cooray, B.M.S.This paper focuses on the difficulties encountered by the teachers in using communicative teaching method in teaching German as a foreign language. The communicative language teaching which emerged in the 1970s and 1980s after the mechanical practice of audio-lingual method consists of interactive communication sessions where the learner is eligible to engage in authentic meaningful communication. The objective of this research is to examine what difficulties are encountered by the teachers in using communicative language teaching method in teaching German as a foreign language at the university of Kelaniya and what steps should be taken to overcome these difficulties in order to use communicative teaching method more effectively. This research is based upon the data collected by a questionnaire distributed among the German teachers, followed by semi structured interviews and classroom observations to analyse their experiences in dealing with the difficulties in using communicative teaching method. According to the findings of the research it was evident that the lack of class room environment suitable for a communicative language teaching, the traditional frontal teaching method which makes the students difficult to adopt to the communicative learning method, and the number of students exceeding the capacity for a communicative classroom were the main difficulties encountered by teachers in using communicative method. It was suggested to divide the students in to small groups to use games and to implement more authentic classroom activities, give students positive encouragement, limit error correction during speaking and to improve the classroom facilities which is suitable for a communicative classroom to get more effective use of communicative teaching.Item Morphological processes in the language of Facebook(Faculty of Humanities, University of Kelaniya, 2015) Mallawaarachchi, I.A.Social networks including Facebook®, Twitter® and Instagram® have gained popularity throughout the world and thus have emerged with distinct cultures of their own. The fact that interactions on them are done ‘virtually’ without one to one communication emphasises the significance of written medium of communication in social media. This stance is evident in the culture of Facebook where a considerable number of Sri Lankans are engaged in social networking. Online chatting, posting various updates, captioning photos and videos are done through texts, thus ‘language’ plays a key role in the communication that takes place. Therefore, a remarkable linguistic culture has emerged, with numerous ‘new words’ entering the language every day. Accordingly this study concentrates on the usage of English particularly by Sri Lankans who interact through Facebook. However, in the instances where borrowings are concerned, the influences from and upon Sinhalese are also discussed. Various social and cultural implications were taken into consideration in order to analyse the semantic changes and culture – bound expressions. The proposed study is a participant observation in which the researcher conducted the analysis while actively participating in the activities that happen on Facebook. A number of Facebook profiles of both Sri Lankan and foreign users, Facebook chats, Facebook pages that are administered by local and foreign users and the design of the website in general are thus considered the primary source whereas the literature on morphological processes and the language on the internet serves as the secondary source. The analysis of these new words exposes various morphological processes, which are compounding, initialism, acronym, semantic expansion, affixation, blending, semantic shift, functional shift and borrowing. Remarkably, existing words are employed to create new words and new meanings rather than coining entirely new words. A significant number of morphological processes attempt to shorten longer phrases and sentences.