Universitat Internacional de Catalunya

Audiovisual Narrative Techniques

Audiovisual Narrative Techniques
Second semester
Audiovisual Creation Techniques
Técnicas de narrativa Audiovisual
Main language of instruction: Spanish

Teaching staff



This subject has as a general objective, to deepen the narrative aspect of advertising. Until recently the advertising narrative focused on a brand and / or product discourse. With the atomization of media and digitalization, brands need something new to be relevant; the storytelling. Now brands tell us stories. Stories that go far beyond their products and that bring them closer to their customers and users. Developing the ability to create these stories that sell, is vital to be competent in the professional world.

Pre-course requirements

No prerequisites. Yes it is recommended that students have a minimum knowledge of audiovisual technique.


The objectives of the subject are; first, that the student will be capable to create a story around a brand or product that will be relevant to the target.

Second, to have the knowledge and the ability to turn that story into an advertising format.

And third, to be able to do it differently and creatively while being consistent with the brand.




  • 16 - The ability to detect newsworthy events
  • 43 - The ability to understand and apply different television genres and formats
  • 45 - The ability to understand and apply different types of programme scripts
  • 48 - The ability to understand and apply the expressive possibilities of new technologies
  • 49 - The ability to understand and apply innovative forms in different genres
  • 54 - The ability to design and critique original and viable content
  • 55 - The ability to design and critique an informative discourse
  • 60 - Knowledge and mastery of the techniques of continuous narrative transmission
  • 61 - Knowledge and mastery of the narrative elements that make up a cinematographic work
  • 83 - The ability and capacity to give form to a creative message
  • 87 - The ability and capacity to use technology and communicative techniques

Learning outcomes

  1. Knowledge of the keys that define an advertisement story.
  2. Knowledge of the evolution of storytelling in advertising
  3. Conocimiento de los principios básicos de la narrativa audiovisual.
  4. Knowledge of the basic principles of audiovisual narrative.
  5. Develop a good level of skills to make presentations in public.


The audiovisual narrative and its relationship with advertising. Basic concepts of this relationship: narration, persuasion, discourse, logical verisimilitude.

Evolution of the persuasive story. Brief retrospective of the narration in advertising. From the brand image to the storytelling.

The brand as history. Elements of history and elements of discourse: the narrative, dramatic, persuasive and informative elements of the advertising story. Advertising structures. The storytelling

Teaching and learning activities

In person

  • Master class: in lectures professor not only transmits content or knowledge, but also, and above all, attitudes, motivation, skills, values etc ... It also makes it easier for attendees to express their opinions and its arguments in front of the rest of the students.
  • Workshop: eminently practical work space in which competences belonging to practical or theoretical subjects are acquired (intellectual, logical, critical, intellectual learning, study, citation, etc ...).
  • Coaching: individual follow-up or in very small groups of how the students assimilate the contents of the subject. In the coaching sessions, defects will be corrected, doubts will be clarified, exercises and activities will be proposed to achieve the objectives set.
  • Seminar: this activity will consist of going deeply into specific topics, of particular relevance, in some cases socially debated, through active work in small groups. 


Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc).
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.

Evaluation systems and criteria

In person

The students must present themselves to all the parts of the subject to approve it.

Continuous evaluation of the different activities learning (20%).

 It will be evaluated in the following competences: capacity of conception and criticism of an advertising discourse. Participation in the activities of the class and punctual and approved delivery of the exercises.

Final Work in group (40%).

The following competences are valued:

Capability to work in a creative way. Capacity and ability to use communication technologies and techniques.

Knowledge and mastery of the techniques of transmission of continuity in the narrative. Reflective, analytical and self-critical capacity and team work ability.


Semester final exam (40%).

Final evaluation about theoretical concepts of the signature.

Bibliography and resources

MORENO, I. "Narrativa Audiovisual publicitaria". Paidós, 2003.

BASSAT, L. "El libro rojo de la publicidad". Debolsillo. 2010.

MICHALKO, M. "Thinkertoys". Ten Speed Press. 2010.

VINEYARD, J. “Setting up your shots”. MWP. 2nd edition. 2000.

SNYDER, Blake. “Save the cat!”. Michael Wiese Productions. 2005.

GALLO, Carmine. "Las presentaciones: secretos de Steve Jobs" McGraw-Hill. 2011.

DALI, Salvador. "Diario de un genio". Fabula Tusquets Editores. 7ª Edición. 2008.

Youtube: www.youtube.com/advertise/

Bassat: www.youtube.com/watch?v=7xvGGMAefYc

Vídeo shooting tips: www.youtube.com/eisatv

APCP: www.apcp.es/index.cfm

Cannes Lions: www.canneslions.com/