Campaña publicitaria online enfocada en la ética y su ejercicio en profesionales de Diseño Gráfico.

Abstract

This research was carried out with the aim of addressing the importance of ethics in the professional practice of graphic design, concluding with the design and execution of an online advertising campaign aimed to graduated students of graphic design at "Escuela Superior Politécnica de Chimborazo" (ESPOCH). The main objective was to promote ethical and responsible practice among this demographic group, using Design Thinking as a main methodology. This research included a detailed analysis of the target audience's profile and conducting surveys to understand their perspectives and experiences related to professional ethics in graphic design. We developed the advertising campaign with a user-centric approach, using digital platforms such as YouTube, Facebook, Instagram and TikTok to promote informative and creative content about ethics in graphic design. The results achieved reflected an improvement in ethical awareness among the participants, enhancing the effectiveness of the implemented strategy. In conclusion, this research contributes significantly to the area of graphic design by promoting a culture of ethics and responsibility among professionals graduated at the ESPOCH. It is recommended to continue developing similar incentives to further strengthen ethical sensitivity in the practice of graphic design.