Carteles oficiales de la fiesta de La Fruta y de las Flores de Ambato. Un análisis desde el diseño gráfico

This study analyzes the official advertising posters for the Fruit and Flower Festival in the city of Ambato from 2011 to 2025. It is based on the recognition of posters as a primary source for understanding historical periods. Fifteen posters were selected for analysis based on their graphic design, criteria, and feasibility for the study. Semi-structured interviews, direct observation, and graphic content analysis were applied, based on Norberto Chaves' poster theory, which considers six analytical categories: contact, information, persuasion, identification, conventionality, and aesthetics. The results showed an evolution in the use of visual elements, with a marked presence of authorial styles, but also contrasts in terms of the incorporation of key data such as the year or edition number and a recurring tendency to use generic icons. It is concluded that posters, although they have value as a visual communication tool and symbolic archive, require methodological articulation. This study contributes to the field of graphic design from an analytical perspective for future visual productions linked to heritage celebrations.