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Item Analysis on Using Colour Psychology in Political Communication(4th National Research Conference on Applied Social Statistics, Social Statistics Students’ Association, Department of Social Statistics, Faculty of Social Science, University of Kelaniya, Sri Lanka, 2018) Perera, U.L.H.D.“Communication” is a Latin word which means “to share”. When simply describes it means sending and receiving information between two or more people. It includes the sharing of ideas, concepts, imaginations, behaviours and written content. There are three major steps in communication. Those are as, thought, encoding and decoding. The thought means, the subject of the information which is in senders mind. When the idea or the concept go through as a verbal or written message for another person then it define as encoding. After the message is received by the receiver, he/she read it and understands it. He may translate the information to better understand it. So decoding refers to the interpretation of information from the perspective of the receiver. There are two types in communication as verbal and non-verbal. Verbal communication means sharing information through speech. Non-verbal communication means, sharing ideas between two without using words. Non –verbal communication includes with eye contact, postures, gestures, facial expressions, and Chromatics. However, when communication came to the political communication it means, a process that includes political institutions and actors, the news media and, importantly citizens. There are three key players of political communication as, leaders, media and public. Political communication can be harnessed for positive and negative purposes. However Chromatics its mean colours are most powerful and important communication tool and it is interact with religious, cultural, political and social influences. In the present era colours are playing a considerable role in political communication and also it influenced for political phenomenas. Also the message that communicate for the society by colours are various from country to country. As an example in China, red is a symbol of good luck. In South Africa, red is symbolic of mourning. If you’re “in the red” on Wall Street, you’re losing money. In Jamaica, if you’re red, you’re drunk. In U.S. politics, Red is using by Republican Party. Worldwide, red is the color of communism. However, above brief introduction express that colours are more powerful in political communication. Anyhow, main objective of this paper is to analyze on using colour psychology in political communication. This study is based on secondary data which obtain by scholarly articles, books, reports and other sources. Also content analysis used as for the methodogy. Finally the study revels that the colour psychology play a critical role in political communication and in the present era it has influenced to shape the public opinion tooItem Understanding Customer’s Perception of Colours and Its Impact on the Effectiveness of Television Advertisements in Sri Lankan milieu(University of Kelaniya, 2005) Pushpasena, P.G.R.L.; Kumara, K.H.H.Television advertisements, as one major marketing communication mix tool has to be carried out effectively and efficiently to achieve the organizational objectives in the very tumultuous business environment. Among the elements of a television advertisement, colour, the magic of light plays an important role in delivering of the desired message to the target audience. From early days of evolution, all living beings respond to colours considerably. They have assigned specific meanings to certain colours. Therefore, meaning of colours and impact of colours may divergent from context to context. Then, problem concerned here is that how the meaning of colour is perceived in the Sri Lankan milieu and what is the impact of colour perception by customers to the effectiveness of television advertisements. Hence, the objective of the study is to find out the perception of colour by the customers and their impact to the effectiveness of the television advertisements. As a pioneering effect recounting to colour perception and its effectiveness of the television advertisements, study on awfully closed to the exploratory in nature. The sample was drawn on convenience sampling method and descriptive statistics were used to analyse the raw data into meaningful findings. The sample size was limited to 250 television viewer. The findings of the study revealed that customers as a whole have assigned some meanings for certain colours. When they recall television advertisements of brands using a specific colour the recall rate was effectual. When considering with other elements of television advertisement, the customers’ recall on colours were accurate. In conclusion, it is clear that colours play an important role in television advertisements and it should be given due consideration in the Sri Lankan context.