Universitat Internacional de Catalunya
Audiovisual Narrative for Advertising
Other languages of instruction: Catalan, Spanish
Teaching staff
Email.
Introduction
This practice-based course introduces students to the transformations taking place in advertising communication as a result of the evolution of digital media and the development of generative artificial intelligence.
The course examines the main creative and narrative trends in contemporary audiovisual advertising, with particular emphasis on short-form video, transmedia campaigns, branded content, social media communication, and content personalisation. It also provides a critical perspective on the opportunities and limitations of artificial intelligence tools applied to the ideation, production, and editing of audiovisual content.
Through practical projects, students will learn to design audiovisual campaigns, develop scripts and effective prompts, generate images and videos using AI tools, and evaluate the creative, technical, ethical, and legal aspects associated with these emerging forms of audiovisual production. The course promotes an innovative approach to advertising, encouraging experimentation, creativity, and the responsible use of emerging technologies.
Pre-course requirements
No.
Objectives
- Identify the main current trends in audiovisual advertising across digital environments.
- Analyse advertising campaigns from strategic, narrative, and audiovisual perspectives.
- Design creative concepts tailored to different platforms and audiences.
- Develop scripts, storyboards, and prompts for audiovisual content production using artificial intelligence tools.
- Create audiovisual content using artificial intelligence applications for image, video, voice, and music generation.
- Integrate creativity, narrative coherence, and visual quality into the production of audiovisual content.
Competences/Learning outcomes of the degree programme
- CN01 - Explain the foundations of classical and contemporary culture in order to interpret current communication trends and phenomena.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
- CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
Learning outcomes of the subject
Students will be able to:
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To work confidently in a professional television and radio studio.
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To use video and audio editing software proficiently, including artificial intelligence-based tools to automate tasks such as improving image and sound quality.
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To master audiovisual language, integrating music effectively into the narrative to enhance the impact of advertising communications.
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To identify different types of advertising music and the main sound libraries, while exploring platforms that use artificial intelligence to generate customised soundtracks.
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To master advertising language, both verbal and audiovisual, to create commercials aimed at different audiences and adapted to various media.
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To apply advertising creativity in digital environments.
Syllabus
Unit 1. The Evolution of Audiovisual Advertising
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The transformation of the advertising ecosystem.
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International creative trends.
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Advertising for social media.
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Vertical video, micro-content, and immersive formats.
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Branded content, storytelling, and brand entertainment.
Unit 2. Artificial Intelligence Applied to Advertising Creativity
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Introduction to generative AI.
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Tools for text, image, video, voice, and music generation.
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Prompt engineering for creative projects.
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AI-assisted campaign ideation.
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Automation of creative processes.
Unit 3. Video Production with Artificial Intelligence
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Creative concept development.
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Scriptwriting and storyboard creation.
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Image and audiovisual sequence generation.
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AI-assisted editing and post-production.
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Adapting content for different digital platforms.
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Presenting and defending projects, videos, and renders based on strategic brand objectives.
Bibliography and resources
OpenAI Sora
Runway
Pika
Luma AI Dream Machine
Google Veo