La ilustración digital como estrategia publicitaria de las caretas pertenecientes a los personajes de la Diablada Pillareña en la provincia de Tungurahua

Abstract

As a result of “the innocents holliday" became an annual celebration, the habitants of Píllaro town, they were expanding the folklore in a popular fest, and today the famous "Diablada Pillareña" has become converted into an intangible cultural heritage of Ecuador, this festivity causes the massive confluence of tourists they want to be part of the fun, however the disinformation has caused a distorted the tradition and the ignorance of the characters and their masks. For this investigation project, digital illustration has been applied as an advertising strategy that contributes to the cultural identity through visual communication of the masks and their protagonists, generating new graphic proposals and merchandising material with a relevant information that allow perpetuating the patrimonial culturality of the Diablada Pillareña.