Local advertising practices in the San Miguel de Salcedo parish in Ecuador

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, 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.