Fotografía inédita en la comunicación publicitaria en la ciudad de Riobamba.

Abstract

The excessive use of downloaded images from digital platforms have detonated a persistent problem in the creation of unpublished photographic material generating the implementation of stereotypes which do not belong to Ecuadorian, culture, showing not typical features of Riobamba society. This problem reveals that professionals in the visual communication field are not interested in rescuing the culture and local images, or worse to make creative concepts aligned with the cultural identify for the generation of those images, this means that it causes a wrong visual impact. For this reason, by means of this study the importance of unpublished photography in advertising communication in Riobamba city was determined. Graphic messages characteristics were analyzed when the information was collecting from the media of the city. The production of a comparative advertising media book of photographs was based on the image, identify and advertising communication. It was possible to identify of the riobambeño by using a deductive method founded on the premise of photography and identify. Surveys and interviews with experts were applied as data collection techniques. It was necessary to analyze the advertising photography characteristics in order to propose creative concepts which integrate these two aspects and in this way to obtain unpublished photographs, in addition to perform their advertising function as well as to reinforce the identity of the different public to which it is addressed. Due to the lack of studies on Riobambeños identify, it is intended to motivate research and a reinforcement of knowledge about Riobamba society, being a point of reference for future work, including careers related to anthropology and photography.