Universitat Internacional de Catalunya

Persuasive Communication

Persuasive Communication
3
16264
1
First semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Teaching staff


Dr. PERELLÓ SOBREPERE, Marc - mperello@uic.es

Students can arrange a tutorial or contact the professor via email at mperello@uic.es

Introduction

Persuasion is the intentional use of communication to influence people’s attitudes, perceptions and behaviours. It is an essential dimension of communication and is present in speeches, media, advertising, politics, social media and the audiovisual content we consume every day.

This course introduces students to the main mechanisms of persuasive communication through the study of the communicator, the receiver and the message. It also examines how rhetoric, stories, images, sound and audiovisual media can influence the interpretation of reality, with particular attention to propaganda, film, television, documentary and true crime. The course combines theoretical foundations with case analysis and the persuasive presentation of ideas.

Pre-course requirements

No. 

Objectives

  1. Understanding the basics of persuasive communication.

  2. Mastering the construction of intentional messages

  3. Incorporating persuasion in the different areas of communication.

  4. Adaptating persuasive contents according to the audiences we are addressing

Competences/Learning outcomes of the degree programme

  • CN01 - Recognise the different roles within artistic and technical production teams.
  • CP02 - Critically examine contemporary social developments and contextualise audiovisual works appropriately.
  • CP03 - Communicate information and original ideas effectively, both orally and in writing, in Spanish, Catalan and English.
  • CP04 - Apply professional ethical principles and standards of academic rigour in the audiovisual field, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
  • HB01 - Use a range of media research and documentation resources.
  • HB02 - Apply professional techniques in body language and voice presentation to create impactful audiovisual content.
  • HB03 - Critically analyse contemporary audiovisual genres and formats using professional aesthetic and narrative criteria.
  • HB04 - Use bibliographic resources, specialised terminology and linguistic structures in English effectively for professional communication in the audiovisual field.

Learning outcomes of the subject

Students will be able to:

  1. Express ideas and convey information clearly and persuasively, using effective techniques in both oral communication and written expression, adapting to the context, audience, and purpose of the message.

  2. Master verbal and body language in front of a camera, an audience, or a public gathering, applying professional voice and presentation techniques to make an impact through their communication style.

  3. Recognise the semiotic foundations of audiovisual language and the main methodologies for analysing audiovisual narratives.

  4. Apply the theoretical foundations of audiovisual narrative to the analysis and development of projects in different areas of the audiovisual industry.

  5. Propose innovative and effective solutions to communication challenges, using narrative, persuasive, and stylistic resources appropriate to different media formats.

Syllabus

  • Course introduction and diagnostic activity.
  • The communicator: credibility, authority, trust, reputation and influence.
  • The audience: emotions, needs, motivations, biases and resistance.
  • Rhetoric, argumentation and propaganda.
  • Storytelling and the construction of persuasive narratives.
  • Individual assignment: tutorials on selecting the audiovisual piece and structuring the analysis.
  • Storytelling: further exploration and application to audiovisual examples.
  • Individual assignment: progress tutorials and review.
  • Individual assignment presentations.
  • Introduction to the second assessment. From idea to audiovisual proposal: premise, audience, value proposition, differentiation, format and tone.
  • How to pitch an audiovisual proposal: pitch structure, persuasive arguments, references, visual aids and responses to objections.
  • Group audiovisual project: tutorials and pitch rehearsal.
  • Group audiovisual project presentations.
  • True crime case study: building credibility, representation, emotions and the ethical limits of persuasion.

Teaching and learning activities

In person



  • Lectures — students are encouraged to take notes to assimilate key concepts, ask questions and prepare for class discussions and activities.
  • Practical activities — application of course content through exercises, case analysis, analysis of persuasive messages, debates and activities related to communication and audiovisual content.
  • Class participation — participation in discussions, debates and activities, active listening, argumentation skills and constructive feedback provided to classmates and the professor will be assessed.

Evaluation systems and criteria

In person



1. Class participation and activities — 10%

Students will be assessed on their active participation in the discussions, debates, exercises and case analyses developed throughout the course, as well as on their ability to argue, listen actively and reflect critically.

2. Individual assignment — Persuasion analysis — 40%

Each student will select an audiovisual piece or fragment with a persuasive intention —advertising, social media, film, television, documentary, true crime, political communication or other formats— and analyse how it attempts to influence its audience.

The analysis should consider:

  • the objective of the message;
  • the sender and their credibility;
  • the receiver and target audience;
  • the arguments and value proposition;
  • the emotions activated by the message;
  • the narrative, visual and sound resources used;
  • the possible effectiveness of the message;
  • its ethical implications.

The assignment must be developed in presentation format —PowerPoint, Google Slides, Canva or an equivalent tool—. The presentation submitted through the virtual campus will be the same presentation used for the oral presentation in class. No additional written document is required.

The presentation must be submitted by 2 November 2026 at 23:59 and presented orally in class on 3 November 2026. Assessment will consider both the quality of the analysis and the student’s ability to present it clearly, coherently and persuasively.

3. Group assignment — Pitching an audiovisual proposal — 50%

In groups, students will develop an original audiovisual proposal and present it through a persuasive pitch.

The proposal may be a podcast, documentary, short film, series, programme, fiction project, entertainment format, platform-based content or any other audiovisual idea.

The aim is to convince the audience —and especially the lecturer— that the proposal is interesting, relevant and viable. The group must sell the idea and explain:

  • what they want to develop;
  • which topic, problem or opportunity motivates the proposal;
  • who the target audience is;
  • what the proposal’s value proposition is;
  • what they want the audience to think, feel or do;
  • which creative concept and narrative approach they use;
  • which visual and sound resources they would apply;
  • why the proposal is different from other projects;
  • how it could be produced and distributed.

The assignment must be developed in presentation format. The presentation submitted through the virtual campus will be the same presentation used for the oral pitch in class. Students are not required to produce the complete audiovisual piece or submit an additional written document.

The presentation must be submitted by 30 November 2026 at 23:59 and the pitch will be presented and defended in class on 1 December 2026. All group members must participate and be familiar with the complete proposal.

Important
  • Students must obtain a final grade of at least 5 out of 10 to pass the course.
  • All assessed work must be submitted through the virtual campus and presented in class within the established deadlines.
  • If a student fails the first examination period, they must complete a final resit assignment, which will represent 100% of the grade for the second examination period.
  • If the student fails the second examination period, they will have to retake the course.

Bibliography and resources

Alphabetical Order

  1. Aristóteles (2014). Retórica. Alianza Editorial.

  2. Casetti, F., & Di Chio, F. (2007). Cómo analizar un film. Paidós.

  3. Chion, M. (1993). La audiovisión: Introducción a un análisis conjunto de la imagen y el sonido. Paidós.

  4. Cialdini, R. B. (2022). Influencia: La psicología de la persuasión. HarperCollins Ibérica.

  5. Lakoff, G. (2017). No pienses en un elefante: Lenguaje y debate político. Península.

  6. León, J. L. (2008). Persuasión pública. Servicio Editorial de la Universidad del País Vasco.

  7. Perloff, R. M. (2023). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (8th ed.). Routledge.

  8. Pratkanis, A. R., & Aronson, E. (1994). La era de la propaganda: Uso y abuso de la persuasión. Paidós.

  9. Salmon, C. (2008). Storytelling: La máquina de fabricar historias y formatear las mentes. Península.

  10. Weston, A. (2021). Las claves de la argumentación. Ariel.

Additional academic articles, audiovisual excerpts, case studies and other complementary resources will be provided throughout the course.

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