Diseño de campaña digital para dar a conocer y salvaguardar los modismos y términos tradicionales del habla cuencana

Abstract

The following graduation project focuses on the design and development of a communication campaign, which uses digital media such as social networks, to generate a creative space to safeguard and disclose the tradition that includes the use of either idioms or archaic phrases from Cuenca speech. Using the methodology proposed by William Wells, the digital communication campaign called “Morlaquizate” was developed. The project was carried out in three steps: first, a careful study upon idioms, their influence and current usage. Next, analysis of the collected data, and finally a graphic proposal for the ensuing campaign.