Zahra, Fatima
(2020)
Identification Of Pakistani Truck
Visuals And Construction Of Their
Meanings Through The Visual Rhetoric
Approach.
Masters thesis, Universiti Sains Malaysia.
Abstract
Truck art in South Asia has a long history and significance. Most notably, it is
one of the most popular and internationally recognised art forms of Pakistan. The
reason for the popularity of this art form is the visual portrayal of the cultures of
Pakistan’s four regions. Truck art has, therefore, become a way of representing
different cultural themes through the enticing nature of its visuals. Such visuals signify
the importance of the particular region or area from which the truck originates. In
addition, the visuals of the truck are not only aesthetic but also possess communicating
power. This research intended to identify the visuals and the persuasion of the visuals
to explain in what way the visual elements are functional to the interpretation. This
visual-based research is targeted for the construction of visual meanings in terms of
the culture of different regions or areas. Thus, the visual has to be explored in each
particular aspect associated with it. It is qualitative research, based on a rhetorical study
that aims to understand the culturally influenced visuals depicted on trucks. By
employing the visual rhetoric theory of artefact proposed by Sonja K. Foss and
Aristotle’s rhetorical appeals, this research explores the characteristics, features, and
persuasions of these truck visuals as well as their varieties of stylised forms with
intrinsic appearances, patterns, placements, and influences of the regions’ cultures.
The analysis of the selected truck visuals is based on theme categories that explore
different associations of visuals linked with culture.
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