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DateLine Sunday, 11 May 2008

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4 As conducts Sinhala creative workshop

The Accredited Advertising Agencies Association (4As) conducted its Sinhala Creative Workshop through its own ADSKOOL at the Taj Samudra recently.

The workshop was aimed primarily at improving skills within the ad industry, in using the Sinhala language beyond its linguistic usage and limitations, thus enabling the creation of better ads to build stronger brands.

At this interactive workshop, 50 industry participants spent one full day discussing the ways and means of such usage starting from the understanding the appropriate usage of Sinhala idioms, some linguistic insights, Sinhala literature and its modern usages, cultural impact of certain usage and ethics and many other such facets.

This year's panel included veteran Sinhala teacher, poet, novelist, lyrics writer and film producer Upul Shantha Sannasgala, Managing Director of Heensaraya, Dileepa Abesekara and Creative Director JWT, Suminda Liyanage. The driving force behind this workshop and its moderator for the day was Dilith Jayaweera, Vice President of the 4As and the Joint Managing Director of Triad advertising.

The Accredited Advertising Agencies Association is the apex body of the ad industry in the country.

The association was founded with a vision to foster a vibrant self-regulated industry which while being intrinsically Sri Lankan is world class at the same time.

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