https://doi.org/10.37955/cs.v7i3.322

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Local advertising practices in the

San Miguel de Salcedo parish in

Ecuador

Prácticas publicitarias locales en la parroquia San Miguel

de Salcedo en Ecuador

Alexander Darío Lascano Cevallos

Magister en Comunicación Periodística Institucional y Empresarial. Docente investigar

Universidad Técnica de Cotopaxi.

https://orcid.org/0000-0002-9024-7853

alexander.lascano@utc.edu.ec

Adrián Alejandro Pardo Rodríguez

Licenciado en Diseño Gráfico. Docente investigar Universidad Técnica de Cotopaxi.

https://orcid.org/0000-0001-5799-055X

adrian.pardo1071@utc.edu.ec

Luciana Estefanía Nata Paredes

Licenciado en Diseño Gráfico. Docente investigar Universidad Técnica de Cotopaxi.

https://orcid.org/0000-0003-3654-1581

luciana.nata9024@utc.edu.

ABSTRACT

In general, the research carried out by the different social sciences on

advertising has privileged commercial discourses from the media and

the mass media. Other forms of advertising communication are part of

the culture and traditions of community contexts that have lacked

analysis. Therefore, this article aims to describe the advertising

practices that occur at the local level in the parish of San Miguel de

Salcedo in Ecuador. The article corresponds to a qualitative,

descriptive and reflective research, where a phenomenological and

methodological design is applied, the data management is nourished

by the application of instruments such as documentary literature

review, participant observation and qualitative content analysis. The

results address the forms of local advertising and its characteristics,

Centro Sur Vol. 7 No. 4- October - December – Revista Centro Sur - eISSN: 2600-5743

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

both in community media as well as in squares and markets. Thus, it

contributes to the knowledge on this topic, and at the same time

constitutes a contribution to the scientific field of advertising from a

local point of view.

RESUMEN

Por lo general las investigaciones que se realizan desde las distintas

ciencias sociales referentes a la publicidad han privilegiado a los

discursos comerciales desde lo mediático y lo masivo. Otras formas de

comunicación publicitaria son parte de la cultura y de las tradiciones

de los contextos comunitarios que han carecido de análisis. Por ello,

este artículo tiene el objetivo de describir las prácticas publicitarias

que acontecen a nivel local en la parroquia San Miguel de Salcedo en

Ecuador. El artículo corresponde a una investigación cualitativa,

descriptiva y de reflexión, donde se aplica un diseño fenomenológico y

Metodológico, la gestión de datos se nutre de la aplicación de

instrumentos como la revisión bibliográfica documental, la

observación participante y el análisis cualitativo de contenido. En los

resultados se abordan las formas de publicidad local y sus

características, tanto en medios comunitarios como en las plazas y

mercados. Con ello, se contribuye al conocimiento sobre este tema, al

tiempo que constituye un aporte al campo científico de la publicidad

desde la visión local.

Keywords / Palabras clave

Advertising, advertising practices, culture, advertising studies

Publicidad, prácticas publicitarias, cultura, estudios publicitarios

Introduction

According to Ortega (1997), advertising is the process of impersonal

and controlled communication that, through mass media, aims to

publicize a product, service, idea or institution in order to inform or

influence its purchase or acceptance.

This definition provides us with several ideas that summarize the

nature of advertising as a social process, impersonal character, paid

and controlled communication, mass media, product-service-idea or

institution, and informing or influencing purchase or acceptance.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Advertising for Pride (1986) "Is a paid form of impersonal

communication that is transmitted to consumers through mass media

such as television, radio, newspaper, magazines, direct mail, mass

transportation vehicles and outdoor displays". On the other hand

Kotler (2017) defines advertising "as a non-personal and onerous

communication of promotion of ideas, goods or services, carried out

by an identified sponsor" From these contributions, the essential

objectives of advertising are: to inform, persuade and remind.

As can be seen, the aforementioned approaches provide an

epistemological view of advertising centered on the media and

organizations. However, other recent perspectives provide approaches

that revolve around the popular and the local/community. It is a

matter of visualizing communicative and cultural practices that are

also commercial.

In this sense, it is important to recognize that advertising as a

communicative phenomenon has been part of the evolution of human

societies. Its origin dates back to antiquity with the praecos in Rome,

the merchants in the Middle Ages, the modern techniques of

advertising that occurred with the Industrial Revolution and

machinism together with the rise of the press, lithography and

engraving; as well as the media forms of commercial communication

of the 20th century and the digital advertising of postmodernity of the

21st century.

Although advertising, as an organizational and media communication

practice, has had its history for centuries, as an epistemological

category and as an object of study it is relatively young. During the last

decades, the contributions of different disciplines have been

highlighted, namely sociology, economics, psychology and

communication sciences.

One characteristic that has distinguished research on this topic is the

visualization of the advertising phenomenon in the mass media and as

part of Western cultural industries, which in turn are an expression of

hegemonic mediatization. The positioning of major international and

even national brands is a reflection of this type of communicational

treatment.

The repercussion of the advertising phenomenon in local contexts

acquires cultural forms of expression, which are not always a reflection

of the massive and hegemonic. Such is the case of popular advertising;

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

... a town crier who daily walks the streets, parks or squares of a small

town, it is very possible that his communicational activity acquires

much more social recognition by the parishioners than if he did it in a

city tinged by all kinds of social, political, cultural, civic and religious

events". (Mena, Chasiluisa & Lascano 2018, p.3)

Likewise, in the research, Prácticas publicitarias en el espacio público

local. Traits and counter-hegemonic forms of expression, Mena,

Chasiluisa & Lascano (2018), provide the following ideas, same that

are interesting in light of our topic of study,

In contexts with a lower degree of social complexity, the popular and

the vernacular have a much greater impact in sociocultural terms than

in large cities, and communication and cultural practices are no

exception.

To speak of popular advertising can be understood as a mixture of

public events with commercial or public good purposes that have as

significant scenarios the squares, meadows, central avenues,

doorways, markets and alleys; but, above all, because they tend to

defend the autochthonous and identity.

In general, popular advertising practices take place in spaces with a

lower degree of development, and it is where the identitary, the

emerging and the genuine are more sheltered and acquire a much

more impactful rank (2018, p.12).

These approaches justify the present work, especially if we take into

account that there is a lack of research on this line of study, which is

corroborated by the bibliographic review carried out in international

academic platforms and in the specialized literature on

communication and advertising.

Each of the communicative and cultural practices that take place in

spaces of lesser generality, account for the close interconnections with

the popular identity of communities, municipalities and certain

provincial areas. It is a matter of interpreting symbolic processes in

which "the identity of cities and regions, of the local and neighborhood

space, thus conveying the multiculturality that explodes the traditional

referents of identity" Martín 2002:12).

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Materials and Methods

This research belongs to the qualitative paradigm, from the

phenomenological design where the description of local advertising

practices was privileged. It was developed through documentary

review, participant observation, and data collection, from the

theoretical point of view, the authors we ascribe to the epistemological

contributions of Ortega (1997), Martín (1986) and Kotler and

Ambtrong (2017).

The population was represented by the total number of oral

advertising practices in the squares studied and the total number of

media advertisements in the local press and radio mentioned above

during 2021 and the first six months of 2022. The sample was

determined by non-probabilistic purposive sampling. The oldest and

busiest squares in the canton were chosen because they are the ones

where most of the local residents go: Augusto Dávalos, Eloy Alfaro and

Plaza Hierbas; three media whose advertisements show the relevance

of the products, goods and services in the context, namely, Periódico

Vanguardia (the only print media in the canton), Radio Brisa and

Radio San Miguel (the only two radio media in the canton). A selection

of 17 days of radio programming was made (from January to June

2022), for which the complete programming was recorded and

analyzed.

Among the advertising posters of interest for this work, 5 graphic ads

were examined that specifically advertise Salcedo ice cream (as the

traditional and emblematic product of the Salcedo canton).

Among the pregones that have greater presence in the squares, were

studied all that in their totality were 12; of which several of them we

expose them textually in this article.

Eight editions of the Vanguardia newspaper were chosen because they

were the most in demand in the locality and the ones with the highest

number of ads, five of which correspond to the year 2021 and three to

2022.

Dates of publication of the sample:

Editions:

• March 21, 2021

• June 20, 2021

• June 27, 2021

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

• July 18, 2021

• October 10, 2021

• February 6, 2022

• March 20, 2022

• May 1, 2022

Thirteen newspaper advertisements were studied, all dedicated to the

commercial communication of local products, goods and services,

which are repeated in the different editions; the other advertisements

are occasional and correspond to mortuary, judicial, among others.

In the bibliographic review, readings corresponding to data and files

dealing with the subject were examined and 12 were found in which

data related to the locality are offered, in the economic, political, social

and cultural dimensions. Of these, 3 books, 2 articles, 3 publications

in digital platforms and 2 information from organizational and

governmental sites. These documents were chosen because of the

similarity of the works and the approach to the topic of study, even one

of them belongs to Alexander Lascano, author of this work.

Among the articles of reference for our work, the following stand out:

- La Fiesta de la fruta y las flores en el escenario local de Ambato:

análisis de la comunicación publicitaria (2012-2017), from (Lascano

et.al., 2018).

- El fenómeno publicitario en el espacio público local de Cumanayagua

(1902-1958), by Dariel Mena Méndez and Eliza C. Vayas Ruiz (2016).

These are studies of the history of communication in which we

privileged a look at advertising practices in two local contexts and in

different periodizations; one in Cumanayagua (Cuba), the other in

Ambato (Ecuador). The first one studies different forms of advertising,

while the second work is focused on analyzing this phenomenon within

a cultural practice, the Fruit and Flower Festival.

Results

To refer to local advertising in San Miguel de Salcedo, it is necessary

to examine its forms of expression in the different public spaces and

media of the canton. From the local dimension, the analogies that exist

between the categories of identity, tradition and local commercial

communication are inevitable. In advertising, when commercial

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

communication prioritizes products, goods and services that are

typical of the context, it could be classified as counter-hegemonic and

popular advertising.

The following is a brief presentation of local advertising in the canton

of San Miguel de Salcedo, in public spaces and in the media. Due to the

length that this type of study would imply, the authors have only dealt

with a selection of announcements and advertisements, leaving a more

in-depth communicological analysis for future research.

Squares and markets are the spaces par excellence for oral advertising,

such as the popular proclamation. In this study we examined

transcendental spaces such as Plaza Augusto Dávalos, located on

Olmedo Avenue and Guayaquil Street; Plaza Eloy Alfaro, on Vicente

Maldonado, Sucre, Ricardo Garcés and 24 de Mayo Streets; and Plaza

Hierbas, located on Olmedo Avenue, Mario Mogollón and 24 de Mayo

Streets.

Some announcements that are part of Salcedo's local proclamation:

(...) we have brought incense for the people. The incense of health; of

money. The one that gives abundance (...) whether in the person, in

the house or in the business. The cinnamon incense of luck. For the

luck of work, prosperity and family.

During the participant observation, the merchant, an elderly lady,

expands on her message with information such as: ... this incense that

I have just shown you is incense that does not need charcoal. You can

smoke it on a Tuesday or Friday for prosperity, for the family, for the

business.

Another very peculiar announcement is that of the buns: Bollo, guatita,

bollo eeehhh...! and a chiflido follows. The bollo is a traditional dish of

the Ecuadorian coast, made with fish, while the guatita is another dish

that is part of the culinary culture of the whole country.

The seller of herbs such as basil, walks from one side to the other inside

the square, giving musicality to his proclamation, although it is

abbreviated, Albaca, albaca...! He carries a bunch of the plant in his

right hand, and so he continues to hawk again and again.

Other recurring vendors in the plazas carry folded between their

shoulders and hands kitchen towels, aprons or aprons, bags or jabas

and curtains; all in different shapes, sizes and colors. They are

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

representative of the textile crafts of the region. Some pronounce with

musicality, "Llevele for your home cooking..., Llevele llévele...!

It is characteristic of the Plaza Augusto Dávalos, the space of the

zurcidoras or seamstresses. With their sewing machines they make the

fabrics in front of the parishioners who pass through the place to make

their purchases. In reality, textile production at the same point of sale

is not common in the plazas and markets of other contexts. However,

in certain communities in the Andean countries, such as Ecuador, this

phenomenon is very peculiar. Suffice it to mention the indigenous

craftswomen of the locality and other neighboring cantons, such as the

Salasaka community in Ambato.

In the Hierbas plaza a very peculiar practice takes place; the ladies in

their attire are placed in certain spaces in a seemingly aligned way

holding their sacks displaying to the people what they sell. Small

umbrellas around them help to cover several merchants from the sun.

Among the most abundant sales in the Plaza Hierbas are vegetables,

seeds, poultry, rabbits and guinea pigs. They are generally displayed in

cages or cardboard boxes. It is worth mentioning that guinea pig stew

is one of the most consumed traditional dishes in this area of Ecuador.

For the placement of the products, some vendors, especially women,

have baskets and handmade baskets, which are also part of the

products for sale.

Sale of guinea pig (known and many places as guinea pig)

Buy the guinea pig, buy it! At two dollars, mijita, at two dollars!

In the process of selling spiritual objects and incense for cures,

expressions such as those shown in the following table are common, in

which the frequency of each popular expression is included. Each

asterisk (*) represents an occurrence of the expression and the

strength with which it is enunciated in the data set.

Table 1. Sale of Sahumerios, pregoneo

POPULAR EXPRESSION

FREQUENCY

SCENTS TO CLEANSE, TO HARMONIZE!

**********

TO BRING IN THE GOOD ENERGY!

***********

OUT WITH ALL THE BAD AND IN WITH ALL THE

GOOD!

**********

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

COME ON, COME CLOSER I TELL YOU!

********

WHAT A RIDE!

*****

DON'T CONFUSE IT WITH WHAT YOU HAVE

WORN AND DONE WRONG!

*****

DO NOT CONFUSE MY FRIEND!

*********

THESE ARE THE ROYAL INCENSE, TO CLEANSE

YOU, TO CLEANSE YOU!

******

HE'S NOT DOING ANYTHING, HE'S NOT DOING

ANYTHING WRONG!

******

HE'S JUST SAVING!

******

HE'S JUST CLEANING!

********

YES MY FRIEND, AS YOU HEAR!

*****

PERFUME, SO THAT IT WILL CLEANSE!

********

AND GET THAT BAD ENERGY OUT, GET THAT

BAD VIBE OUT!

*******

Source: Own elaboration

The Mata a la Olla Fair takes place in the Augusto Dávalos Square; it

is a commercial practice managed by the Municipality and the

Prefecture. More than 60 producers of vegetables, fruits, chicken,

handicrafts, prepared foods from the parishes of Mulalillo,

Cusubamba, Panzaleo, Mulliquindil Santa Ana, Antonio José Holguín

of the Salcedo canton participate. A feature of this activity is the access

of citizens to organic products grown in the locality. In this activity, the

most authentic practices of popular advertising converge.

Table 2: Sale of juices and smoothies, pregoneo

POPULAR EXPRESSION

FREQUENCY

COME ON MY LITTLE

FRIEND!

***********

A TAMARIND, A JELLY, AN

EAT AND DRINK AT

FIFTY...!

********

HERE MIJA, COME ON!

**********

COME ON, HOMEMADE!

******

COME ON MY FRIEND!

******

COME ON, HOMEMADE!

******

COME ON MY LITTLE

FRIEND!

******

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

AT FIFTY CENTS A

COCONUT JUICE,

ORANGE...!

********

Source: Own elaboration

Among the foodstuffs, there are also sales of stuffed and fried tripe. A

characteristic of the plaza is the sale of carpentry items, including

doors, windows, kitchen furniture, hardware, and clothing. Several

stalls sell products for working in the fields, such as ropes, stakes, hoes,

fumigation tanks, buckets, aluminum milk drums, and jars.

In the Plaza San Antonio the fairs take place every Thursday and

Sunday throughout the year. The timetable is from 7.30 am to 3.00

pm. The merchants are organized in associations; for this, there is a

directive that helps the normal operation of the space and to be alert

before possible acts of delinquency. There is a process of participation

and solidarity support among the merchants.

The San Antonio square is also known in the locality as the barter

square, since this practice is still maintained, such as the exchange of

agricultural products, barley, avas, etc.

Table 3. Sale of food, hawking

POPULAR EXPRESSION

FREQUENCY

Homemade tamarinds!

***********

Come on, tamarinds!

***********

Come on landlord, come on!

**********

I have tamarind!

**********

What else, what else will it take?

******

Homemade tamarinds, tamarinds!

******

Come on, tamarinds, jellies, jellies,

sparkling wines!

***********

What do we serve homemade?

********

Come on, come on homemade!

*******

Come on!

*******

What do we give him?

*******

Come on homemade!

*******

apples, bananas, tangerines!

*******

Buy homemade, take it away!

*******

Come on!

*******

There's a nickname!

*********

There's fried food!

*********

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

There are ribs!

**********

There are chochos!

**********

What can I serve you?

*******

There's fritadita, chochitos, choclo mote!

*******

How much can I serve you?

*******

How do I hit it?

*******

Source: Own elaboration

At the medicinal herb stalls located in various parts of the plaza, it is

hawked as follows:

Table 4. Medicinal herbs, pregoneo

POPULAR EXPRESSION

FREQUENCY

WHAT WILL YOU BE WEARING

CASERITA?

*******

WHAT REMEDY DO YOU WANT?

*******

WHAT DID HE WANT?

*******

COME ON!

**********

WE EXPLAIN!

**********

THERE ARE REMEDIES FOR

FLEAS!

********

THERE ARE AROMATIC HERBS,

CLEANING HERBS!

**********

Source: Own elaboration

In some cases, the saleswomen provide information on the uses of the

different herbs.

Table 5. Benefits of medicinal herbs, pregoneo

POPULAR EXPRESSION

FREQUENCY

We have a sucking horse!

*********

It is useful for colon inflammation!

********

Plantain for liver inflammations!

*********

Purslane, for the gallbladder!

*******

Matico, for washing, for pimples, for

bathing!

*******

Walnut for hair loss!

*******

Chamomile, for colic or for washing!

*******

The rue, it is useful for cleaning or

for colic!

*******

Artichoke, for the gallbladder!

*******

The little leaves of corn for

inflammations and bone pain!

*********

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

We have the myrtle for hair loss!

********

Source: Own elaboration

Table 6. Sale of vegetables and fruits, pregoneo

POPULAR EXPRESSION

FREQUENCY

What else can I give you?

*******

Herbs, carrots, tomatoes, lemon!

********

Here you go, take it!

*********

Let's go homemade!

*********

What do we give him?

******

They are beautiful, rich, white!

******

Apple, mandarin oranges!

*********

What else do we give him?

*******

I have babaco!

*******

I have avocado to charge the battery!

*********

Source: Own elaboration

Fair days are times when the plazas are flooded with all kinds of

products, many of which come from the outlying areas where the

farmers and producers themselves live and work. In many cases these

are products of the land and handicrafts.

Some of these vendors are the producers themselves and their families,

who on the day of the fairs move to the center of the canton to position

themselves in the markets and promote sales. Their popular

announcements are of vital importance in the commercialization

process.

Some advertisements are brief and simple. However, this does not

hinder the effectiveness of the commercial communication.

Table 7.

POPULAR EXPRESSION

FREQUENCY

WHAT WILL YOU WEAR PATTERN?

*******

WHAT DO YOU WANT, COMADRE?

********

WHAT WOULD YOU LIKE TO

ORDER, WHAT WOULD YOU LIKE?

*********

COME IN, COME IN!

*********

WHAT WILL YOU WANT YOUNG

MAN, WHAT SHALL I GIVE YOU?

******

Source: Own elaboration

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Likewise, in these forms of hawking, several sellers advertise the price

of the products in the foreground.

At three dollars, buy, at three dollars!

Dollar for dollar!

Clothing and shoes are also frequently sold in the plaza, both in fixed

stalls and as street vendors. Traditional clothing is sold, including

cloth jackets for the cold, leather garments, belts and aprons for the

kitchen. The relationship between the products sold and the

geographic and climatological characteristics of the area should be

taken into account.

The placement of products on sacks and white and colorful cloth

blankets on the floor is done in an organized manner, it does not

represent a constraint during the sale, but a natural and traditional

way of presenting the goods. For this purpose, each vendor has his or

her own space. Others have small tables and wooden benches to ensure

greater comfort.

In the three plazas studied in this study, there are sales that are

common to all, namely, fruits, vegetables, seeds, grains, condiments,

breads, sweets, costume jewelry, etc. As a form of presentation, the

seeds and grains are placed in sacks in an orderly manner.

Ladies with baskets of sweets and breads of different types circulate

daily in the plazas: "Hot homemade bread, buy it, buy it! In other

cases, whistles or whistles with the mouth are used to announce sales.

As part of the local culture, during the sales it is common to see ladies

wearing the typical attire of their cultures. This practice gives

additional value to the sales process, especially for tourists who walk

the streets and squares.

When it comes to local advertising, in contexts where native cultures

coexist, such as Ecuador and its different provinces and parishes, we

should not only reduce our gaze to oral messages; the way products are

placed, the merchants' attire, such as the use of Andean hats, woven

with palm tree fibers, as well as their projection in the public space,

their languages and intonations, are symbolic forms that help

considerably in commercial communication.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

The abundance and variety of fruits, vegetables, meats, groceries,

seeds, dairy products, eggs, flowers, herbs, vegetable oils, traditional

handicrafts, etc., are displayed in the plazas during the week, but with

greater impact on the days of the fair.

Market traders have spaces where they buy products, especially from

suppliers in the surrounding communities, generally farmers and

artisans. Another characteristic of the sales process is family

participation. Grandmothers with their grandchildren, mothers with

their children, siblings, etc. participate among the vendors in the

plazas. Many of these people sell their products in an informal and

ambulatory manner, in the plaza and along the busiest streets of the

locality.

It is worth mentioning that Salcedo has been the scene of commercial

fairs with the purpose of training SME entrepreneurs and independent

vendors, such as the Citizen Fair for the dissemination of services,

sponsored by the Public Defender's Office of Cotopaxi, which took

place precisely in the Augusto Dávalos Plaza.

Likewise, there are also other plazas, markets and public spaces where

multiple spontaneous, popular and traditional advertising practices

take place, which in turn color the local communicational and

sociocultural repertoire.

The study of advertising practices that take place in public spaces and

whose resource par excellence for the positioning of products, goods

or services is orality, leads us to retake the approach made by the

theorist Martin (1986), when in his classic work The social production

of communication, referring to the town crier, he stated:

This messenger, a living relic of the oldest modes of public

communication, acts as an officiant. He knows, even if he does not

know that he knows, that he not only reports what he says, but the way

in which he says it. The town crier can indicate and his audience can

identify the urgency, the transcendence, the good or bad omen of the

message before the telling begins and in the course of the telling itself,

when he competently handles the expressive rituals. Public

communication imposes a more or less stereotyped ritual according to

the occasion and the place where the act of communicative interaction

takes place; according to the position and the function that the

communicators occupy in the community; and according to the subject

(p.203).

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Within the field of local advertising, attention to the media should not

be excluded, especially because the popular and the community also

find their space in these media. We must bear in mind that when we

speak of the local, it is a dimension that is more focused on the

messages and essences, than on the means or resources used for the

transmission of those same messages.

Considering this perspective of analysis, we made a selection of three

media with the largest audience in the canton of Salcedo, namely,

Periódico Vanguardia, Radio Brisa and Radio San Miguel.

The Vanguardia newspaper is an independent media of Salcedo. It was

founded on May 1, 1997 by Patricio Amaya, a public figure who served

for a time as a city councilman, and who was recognized for the value

he placed on social and cultural projects in the canton. Like most print

media around the world, Vanguardia has an online version and social

networking sites that facilitate more direct interaction with citizens.

In the study of the different issues of the newspaper, the following

characteristics can be summarized:

The treatment of advertising is subdued. Unlike other print media with

higher ratings and more developed contexts in Ecuador, in the local

press, as in the case of Vanguardia, there is no abundance, repetition

and saturation of advertising. The causes may be different, such as the

decrease of advertisers in the press in recent years.

The emergence of new information and communications technologies

(ICTs), and with it, the rise of social networks, has meant that

organizations, particularly companies and other types of independent

ventures, have found self-advertising spaces in the new platforms,

without the need to resort to greater investments in media

advertisements.

Self-advertising is a relatively young concept, and has been closely

linked to the development of ICTs.

Self-advertising is advertising presented by the same company that

markets the advertised product or service. On a corporate website, for

example, a banner advertising a product or service of the company

itself is considered a form of self-advertising. This term also includes

advertisements included in newsletters or press releases distributed by

the company that produces or publishes the product itself (Headways

Midia 2016).

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

In relation to the advertisements that do appear in the newspaper, it is

worth mentioning that the messages and image designs are more

carefully designed. There is a greater proximity to the environment

and attention to local businesses, not only commercial, but also to

entities of vital importance from the health and social point of view. In

this sense, the local funeral home, Parque de la Paz, is advertised in

different editions of the newspaper.

Now Campo Santo;

Salcedo Peace Park,

is also a funeral home

In the advertisement shown in Figure 1, the content is organized in a

harmonious manner; where the institutional symbol, a sacramental

architecture with the corresponding cross, and the location and

contact information are shown.

Figure 1. Parque de la Paz Funeral Home advertisement.

Source: Vanguardia Newspaper (2022)

There is a convergence of ads from companies or businesses and

independent sellers. Among the local businesses, El Restaurant T.

Bone, in the ad appears the sale of whole chicken, which allows to

deduce that it is one of the most sold stews in the establishment. The

sale of the chicken, which is priced at $12, includes other additions

such as potatoes (cooked or fried), salad and soda. As shown in Figure

2, the ad is presented offering a Father's Day promotion as follows:

Celebrate Dad with the best taste. For your purchase, claim a free

cocktail for dad.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Figure 2. Restaurant T. Bonne advertisement

Source: Vanguardia Newspaper (2022)

The business Guitarras y Requintos Santa Marianita, whose

advertisement is shown in Figure 3, is also part of the treatment of the

local and cultural in advertising.

• Construction of guitars and requintos

• with domestic and imported wood,

• also, we manufacture furniture in all sizes

• with exclusive designs

Figure 3. Santa Marianita Guitars and Requintos Advertisement

Source: Vanguardia Newspaper (2022)

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Independent individuals can also advertise their products in the press;

an example is Self-Service sales, a kind of buffet or self-service

furniture, where customers choose what they want to buy or consume,

which can be seen in Figure 4.

Figure 4. Self Service sales advertisement

Source: Vanguardia Newspaper (2022)

Periódico Vanguardia, similar to other local media, also privileges

among its advertising space the famous ice cream of Salcedo and the

various events related to this product, which has become symbolically

as part of the representative brand of the canton. An example of this is

the sporting event known as La Ruta del Helado. It consists of a

mountain race that takes place in the town and whose first edition took

place on July 10, 2021. The event, whose registration fee ranges

between 15 and 25 dollars, will have its second edition on August 21,

2022.

As shown in Figure 5, this event is also advertised on social media

platforms, such as the La Ruta Del Helado page on Facebook.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Figure 5. The Ice Cream Route

Source: Vanguardia Newspaper (2021)

Other sporting events are also advertised in the newspaper, as shown

in Figure 6, referring to the Liga Central San Miguel; a soccer

championship sponsored by the local organization Liga Príncipe San

Miguel and held at the Carlos A. Tamayo Stadium.

Figure 6. Advertisement. Championship. San Miguel Central League

Source: Vanguardia Newspaper (2022)

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Local advertising in Salcedo, in its different media and platforms, also

gives an important place to the presentation of the canton as an

important area for tourism. This is a common feature in different

cantons and provinces of Ecuador, whose natural and heritage

attractions are of interest to national and international tourism. It is a

patrimonial/traditional type of advertising, which is not reduced to the

entrepreneurial character that has distinguished this phenomenon of

public communication from a theoretical-methodological point of

view. The following collection represents the way in which various

towns of Salcedo are advertised in the Vanguardia newspaper. The

session is called Así es mi tierra (This is my land), and the following

advertising slogans were included in the issues examined in the press:

• Aluchán Hot Springs. Hidden paradise

• Cistercian Monastery of Santa María. Anchiliví

• Yambo. The enchanted lagoon. Tourist center of Salcedo

• Yanayacu neighborhood. A hidden paradise

Figure 7 shows that these are not publications that meet the

representative standards of advertising design. However, the essence

of the message and the implicit intentions expose a typology of

commercial communication, particularly of a sociocultural nature to

contribute to the management and development of local tourism.

Figure 7. Collection of publications promoting the canton of Salcedo

as a tourist center.

Source: Vanguardia Newspaper (2022)

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

In the issues examined, there are spaces in which the newspaper itself

advertises for the incorporation of advertisers. This is a very common

practice in modernist newspapers since the beginning of the 20th

century, both in Europe and America.

Although in recent years the independent media have been closely

linked to political figures as a method of subsistence, the incorporation

of advertisements from organizations, businesses and independent

businessmen or entrepreneurs has not ceased to be part of the media

development strategies. Messages such as those shown in Figure 8,

invite advertising in a simple and clear way.

Figure 8. Self-advertising of the newspaper

Source: Vanguard Newspaper (2021, 2022).

In recent publications of several digital media, there is information

related to the opening of free advertising for local entrepreneurs after

the most critical period of the Covid 19 pandemic. Above all, for those

commercial projects that were deeply affected as a consequence of the

crisis and for those that emerged during the contingency.

It consists of "(...) a space to promote their products and services free

of charge, thanks to an agreement signed by the Municipality of

Salcedo with the advertising company Quimbita. Each brand appears

on the LED screen located in the Central Park" (GAD Salcedo 2021).

The screen also allows the dissemination of tourist sites in the canton

and the dissemination of the fairs in the different squares, such as the

Mata a la Olla Fair.

As mentioned, among the most important cultural practices in the

canton, is the celebration of the patron saint, the Archangel St.

Michael. In this sense, it should be said that in addition to the Central

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Park, the Eloy Alfaro square has also been an important space for

popular celebrations, such as the one held on September 28, 2018.

Around these socio-cultural celebrations, different commercial

processes take place, where local/traditional advertising, as a practice

of public communication occupies an important place.

There are several agencies in Salcedo that offer advertising and graphic

design services, such as Roswell Diseño. Others, located in Riobamba,

have also been used by local companies to contract corporate image

services.

This article also discusses a sample of the most recurrent

advertisements on local radio, Radio Brisa, which broadcasts on 95.3

FM and Radio San Miguel, on 98.1 FM live. Both stations stand out

among the independent media with the largest audience in the canton.

They offer advertising, both in their live programs and in recorded

spaces. Their digital platforms also publish local advertisements. The

authors of this paper made a selection of the most frequent

advertisements in both stations. Below are the texts described in tables

of two of these advertising messages and a list of the main companies,

businesses and specific products that are published.

Radio Brisa announcements:

Eloy Alfaro Group (store)

Table 8. Radio advertising in Eloy Alfaro Store

DESCRIPTION

ANNOUNCER

MUSIC

Slogan

Large, very

large

Musical

accompaniment,

children's voice and

chorus

Owner

Eloy Alfaro

Group, from

Adán Jiménez

Musical

accompaniment,

voice-over

Facilities

All the comforts

and modern

facilities

Musical

accompaniment,

voice-over

Parking

Parking for our

customers

Musical

accompaniment,

voice-over

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Experience

More than 30

years in the

distribution of

poultry and

offal throughout

the province.

Musical

accompaniment,

voice-over

Products

Meat, seafood,

groceries, dairy

products,

sausages,

Toiletries,

confectionery,

Liquors and

beverages

Musical

accompaniment,

voice-over

Pricing and

Distribution

All wholesale

and retail

Musical

accompaniment,

voice-over

Location

We are located

at 24 de mayo

and Ricardo

Garcés Street, in

front of Eloy

Alfaro Square.

Musical

accompaniment,

voice-over

Home Delivery

Service

We offer free

home delivery

service

Musical

accompaniment,

voice-over

Contact Number

Call us,

0998769059

Musical

accompaniment,

voice-over

Geographical

location

Salcedo

Ecuador

Musical

accompaniment,

children's voice and

chorus

Source: Own elaboration

List of other frequent announcements published by Radio Brisa and

Radio San Miguel (in a selection of 17 programming days from January

to June 2022):

Table 9. Cemetery radio advertising

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

COMPANY, BUSINESS, PRODUCT

RADIO

Dr. Silvia Saquinga's Dental Office

Radio Brisa

Sofía Jiménez, M.D. Pediatric Physician

Radio Brisa

Dr. Manuel Cruz, the doctor of the

grandparents, specialist in integral

management of the elderly.

Radio Brisa

Kullki Wasi Unlimited Savings and Loan

Cooperative's big raffle

Radio Brisa and Radio San Miguel

Institutional advertisements appear, such as

those of the Salcedo Fire Department.

Radio Brisa and Radio San Miguel

Sales of the medal with the Guadalupana

Virgin (sold in Ambato, neighboring canton

of San Miguel de Salcedo).

Radio Brisa and Radio San Miguel

San Francisco Savings Cooperative

Radio Brisa and Radio San Miguel

Automated Clinical Laboratory Macro Lab

Radio Brisa

Self-washing: Gaba washing and lubricating

machine

Radio San Miguel

Eleven Pre-University

Radio San Miguel

Centro de Formación Artesanal Particular

Comunidad Popular

Radio Brisa

Professional Drivers School of Canton Píllaro

Radio Brisa

Edgar Arcos Basic Hospital

Radio Brisa

Public Mobility Company Mancomunidad de

Cotopaxi

Radio Brisa and Radio San Miguel

Advertising for Produleche, a brand of the

company Productos Lácteos Paraíso La

Granja.

Radio Brisa and Radio San Miguel

Líderes del Progreso Savings & Loan

Cooperative

Radio Brisa and Radio San Miguel

Comercial Figueroa (clothing, household

appliances and kitchen utensils store)

Radio San Miguel

Hospital Básico Central (by Dr. Edwin

Alarcón Fonseca)

Radio San Miguel

Cotopaxi Funeral Home (located in Salcedo)

Radio San Miguel

Salcedo Professional Drivers Union and

Professional Driving School

Radio San Miguel

Agropecuarios Figueroa

Radio San Miguel

In the advertising spectrum of local radio in Salcedo, there are also

those referring to clinical laboratories, car insurance agencies, bank

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

credit cards, butcher's shops, mortgage loans, advertisements for

agricultural workers' applications, spiritualists, etc.

Finally, because of its impact on local culture and commerce, it is

essential to approach the marketing and advertising of ice cream in the

canton. The origin of Salcedo's ice cream, as a lucrative product, dates

back to the 1950s as part of the initiative of the Jijón Franco family.

For this, the entrepreneurs saw an opportunity in the variety of fruits

that were produced in the town, namely strawberry, taxo, blackberry,

coconut, babaco, naranjilla, etc. Initially, the venture expanded locally

and then gained national notoriety, with its own distribution chain.

The main ice cream stores are located in Rumipamba de Las Rosas,

Los Molles and Avenida Yolanda Medina. There is also the Salcedo Ice

Cream Factory, which stands out not only for the production process,

but also for the advertising investments they make, through posters,

flyers, and posters in the stores with which they have contracts for

sales.

On the other hand, the Salcedo ice cream brand represents the heritage

of the nuns, as well as part of their history, and is located on 24 de

Mayo Street behind the Central Park. These traditional ice creams

have five colors, which have to do with the characteristic flavors

derived from the ingredients, naranjilla, taxo, blackberry, mango and

coconut milk.

Paco Hinojosa, manager of the Association of Producers and

Marketers of Salcedo Ice Cream, in a publication of the newspaper El

Comercio (2016), explained how the ice creams meet the quality

standards required for food products by the authorities and are

shipped to the United States.

Part of the advertising of Salcedo's ice cream is also the monument

made in 2000, which continues to symbolize this product as an icon of

the canton. The representative colors of the monument are yellow,

white and purple. The forms of presentation and marketing of ice

cream are in the form of cones, wafers, popsicles and cups.

For more than half a century, Salcedo's ice cream has been part of the

identity and economic, commercial and cultural tradition of the

canton. The most sold in the different establishments have different

layers of fruit flavors such as: naranjilla, coconut, taxo, blackberry,

mango; in the form of glass and of different sizes and prices. The

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

industrialized ice cream has a price of 0.75 dollars, and the handmade

ice cream ranges between 0.50 and 0.65 dollars.

The advertising of Salcedo's ice cream is very diverse, not only because

of the symbolic forms in which it is expressed, but also because of the

different media and communication supports that constantly advertise

ice cream; in public spaces, on posters, flyers, brochures, in the press

and on local radio, as well as on platforms and social networking sites.

The quality, variety and affordability of the prices; the decoration of

the sales areas, the placement of the products, the colorful and fresh

environment, are also part of the commercial communication, which

favors the positioning and contributes to the permanence of the

brand's reputation.

It should be noted that part of the advertising campaigns is the

presence of the brand on the Helados de Salcedo web platform

(losheladosdesalcedo.com) and on its official Facebook page, as well

as on other social networking sites. These are spaces with abundant

advertisements, where not only prices, offers and location appear, but

also promotions for fellow citizens and tourists.

The slogan "Los Helados de Salcedo. Rich, nutritious and traditional,

the logo, the presentation of audiovisuals, posters, photos and

information, etc. YouTube is another digital space in which

audiovisual productions that advertise ice cream appear; among the

channels where you can find this content are Teleamazonas Ecuador,

La Cocina de Sary, Damián, Juan Ronquillodj, El Guambra Urbano,

Chasqui TV, La Ruta del sabor, etc. Some are informative in nature by

local youtubers and visiting content creators.

Figures 9 and 10 below present a selection of graphic advertising

regarding Salcedo's ice creams, which are undoubtedly very similar.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Figure 9. Collection of advertisements on digital platforms

Source: GAD Salcedo (2022)

Figure 10. Graphic advertisement at the entrance of the typical

Salcedo ice cream store.

Source: GAD Salcedo (2022)

With the study of advertising in local media in Salcedo, we can

understand that, although we are facing a globalized scenario, with the

circulation of products that are generalized in different contexts and

regions; local media forms of commercial communication have higher

levels of proximity and socio-cultural recognition that provide

entrepreneurs and businesses with opportunities that are not provided

by large media and platforms. This is due to the growth of competition

and the high costs involved in more specialized advertising campaigns.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

For Molina (2020), there are advantages for businesses when

advertising in local media, namely:

• You will pay much less for your campaigns by advertising your

local business

• You will reach your target audience directly by offering your

products or services.

• You will be able to carry out locally targeted campaigns to a

specific audience.

• You will help the media outlet continue to provide valuable

content to your neighbors.

Conclusions

From a practical and historical point of view, it is erroneous to

subjugate the concept of advertising to the media and to organizational

strategies for the sale of products, goods or services. Although the

theory of this field of communication has lacked greater attention to

its cultural dimension, the review, practice and daily interaction with

reality, shows that the ancient forms of commercial communication

through orality, posters and other symbolic resources, have been and

continue to be an important part of public communication.

Attention was given to this perspective during the development of the

work. It is shown that, in contexts such as the canton of San Miguel de

Salcedo, numerous advertising practices, both media and popular,

take place on a daily basis through the use of orality and graphic

communication, which are an indispensable part of the culture,

tradition and local heritage.

The canton of San Migue de Salcedo, like other contexts of the province

of Cotopaxi and the country in general, is a reflection of the

autonomies and economic and social openings, which result in

opportunities for citizens in terms of community development. It is in

this sense, that local publicity intervenes in the different institutional

and autonomous undertakings.

In order to examine advertising, it is essential to look at the economy,

mediations and commercial practices. A peculiar feature of local

advertising is the offer that is specific to the context and represents the

community identity, even if the media or digital platforms, such as

social networks, can be used for this purpose.

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Advertisements in the media in San Miguel de Salcedo demonstrate

the prioritized treatment given to local products, goods and services.

Advertising for foreign commercial products is minimal, which favors

community development from an economic and sociocultural point of

view.

The popular/community character is also given by the way in which

commercial communication takes place, closer to the people of the

context, their cultures, their worldview, their interests and concrete

needs.

The examination of other forms of local advertising that occur daily in

the canton of San Miguel de Salcedo, and that require studies by

different disciplinary fields, such as communication, graphic design,

etc., is still pending. Likewise, a theoretical-methodological proposal

for the study of mediations in local advertising, whether political,

social, economic and cultural, would be advisable.

References

El Comercio (2016). Salcedo ice cream, more than 60 years of history.

Retrieved from

https://www.elcomercio.com/actualidad/salcedo-tradicion-

venta-helados-cotopaxi.html

GAD Salcedo. (2021). Dozens of entrepreneurs benefit from free

advertising. Retrieved from

https://www.salcedo.gob.ec/noticias/decenas-de-

emprendedores-se-benefician-con-publicidad-gratuita/

GAD Salcedo. (2022). Dozens of entrepreneurs benefit from free

advertising. Retrieved from

https://www.salcedo.gob.ec/noticias/decenas-de-

emprendedores-se-benefician-de-publicidad-gratuita/

Headways Midia (2016). Self-advertising. Retrieved from

https://headways.com.mx/glosario-

mercadotecnia/palabra/autopublicidad/

Kotler, P. and Amtrong, G. (2017). Fundamentals of Marketing. 13

Edición. Mexico City: Pearson.

Lascano, A. D., Castillo, E. I., Mena, D. and Vayas, E. C. (2018). The

fruit and flower festival in the local scene of Ambato: analysis of

advertising communication (2012-2017). URBS. Journal of

Received March 09, 2022 / Approved June 03, 2023 Pages: 42-71

eISSN: 2600-5743

Centro Sur Vol. 7 No. 4 - October - December

Urban Studies and Social Sciences, 8(1), 61-77. Retrieved from

http://www2.ual.es/urbs/index.php/urbs/article/view/mena_l

ascano_castillo_vayas/442

Martín,B,J. (2002). Education through communication. EDUTEKA -

Tecnologías de la Información y Comunicaciones para

Enseñanza Básica y Media. Editorial Norma.

Martín, S, M. (1986). La Producción Social de la Comunicación.

Madrid: Editorial Alianza S.A.

Mena, D., Chasiluisa, C. E. & Lascano A, D. (2018). Advertising

practices in local public space. Traits and counter-hegemonic

forms of expression. Caribbean Journal of Social Sciences.

Retrieved from

https://www.eumed.net/rev/caribe/2018/09/practicas-

publicitarias-local.html

Molina, D. (2020). Why advertise in a local media. Retrieved from

https://www.diegomolinahernandez.com/marketing/anunciars

e-medio-comunicacion-local/

Ortega, E. (1997). La comunicación publicitaria. Madrid. Editorial

Pirámide.

Pride, W. M. and Ferrell, O. C. (1986). Marketing Decisions and Basic

Concepts. 2nd edition. Mexico: Nueva Editorial Interamericana.

Mena, D., Vayas, E. (2016) The advertising phenomenon in the local

public space of Cumanayagua (1902-1958). Memorias del I

Congreso Iberoamericano de Investigadores en Publicidad.

Quito. Ciespal.