A Thematic Analysis of Wall chalking Advertisement: A Case Study of Karachi, Pakistan
Abstract
This research aimed to examine the culture of wall chalking advertisements done in major areas of Karachi. The research is both analytical and descriptive. Content analysis technique was used by taking more than sixty advertisements for the visual examination, furthermore, the advertisements were divided into categories and sub-categories according to their content. The visual content was collected to give a detailed overview of the types of messages disseminated across Karachi along with an unstructured interview conducted from a painting artist. Seven areas of Karachi were selected for the content collection. Findings show that there is a market for the consumption of the messages like black magic experts, magic masters for love marriage, and solutions to sexual problems, early marriages, etc. However, there were few commercial wall-chalking advertisements like car training schools, painters contact numbers, fattening tablets, wet, mobile accessories shops, hotel promotion, and plot required for restaurants. The present trends in urban landscape are diminishing the role of the wall chalking advertisement and rendering more problems for the commercial painters.
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