Universitat Internacional de Catalunya
Audiovisual Narrative Techniques
Teaching staff
cmorata@uic.es
Introduction
This course’s general objective is to delve deeper into the narrative dimension of advertising. With the fragmentation of media, the rise of social networks, the digitalization of marketing, and audience segmentation, brands need a different narrative for each target audience and each channel. Throughout the semester, we will work from storytelling to product messaging. We will identify narrative within the customer journey framework and develop different narrative tools to effectively convey the brand message.
Pre-course requirements
No prerequisites. Yes it is recommended that students have a minimum knowledge of audiovisual technique.
Objectives
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.
Competences/Learning outcomes of the degree programme
- 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 of the subject
- Knowledge of the keys that define an advertisement story.
- Knowledge of the evolution of storytelling in advertising
- Conocimiento de los principios básicos de la narrativa audiovisual.
- Knowledge of the basic principles of audiovisual narrative.
- Knowledge of narrative tools and their application
Syllabus
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
| TRAINING ACTIVITY | ECTS CREDITS |
| 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. | 3 |
| 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. | 2 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 1 |
Evaluation systems and criteria
In person
Mandatory: Students must take all parts of the course in order to pass.
1st SESSIONDifferent in-class exercises/activities, as well as continuous assessment of participation in the course dynamics (20%).
The following competencies will be assessed: the ability to conceive and critically evaluate an advertising discourse. Participation in class activities and timely submission, as well as passing the required exercises.
NOTE: The use of AI (Artificial Intelligence) is strictly prohibited in in-class exercises
Final group project (40%).
The following competencies will be assessed:
-
Ability and skill to identify the most appropriate narrative according to the briefing.
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Creatively shaping the message and maintaining brand consistency.
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Ability and skill to use communication technologies and techniques.
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Knowledge and mastery of audiovisual storytelling tools. Reflective, analytical and self-critical capacity, as well as teamwork skills.
NOTE: The use of AI is allowed in the final project.
Final semester exam (40%).
Final exam on the theoretical topics and concepts of the course.
Note: It is mandatory to have submitted more than 50% of the in-class exercises and the final group project.
An exam including both theoretical and practical aspects of the course. The final grade will not exceed 80% of the maximum grade.
Note: Students who submitted all in-class exercises in the first session will be exempt from this part. Otherwise, they must repeat them during the course.
However, they must retake both the group project and the exam. The final grade will be the average of these two assessments.
4th SESSION
It is mandatory to have submitted more than 50% of the in-class exercises and the final group project.
An exam including both theoretical and practical aspects of the course. The final grade will not exceed 80% of the maximum grade.
Bibliography and resources
Books
- Salmon, Christian — Storytelling: La máquina de fabricar historias y formatear las mentes (Península)
- McKee, Robert — El guion / Story (Alba).Block, Bruce — The Visual Story (Focal Press)
- Compilaciones D&AD / The Copy Book / The Art Direction Book
- Field, Syd — El manual del guionista (Plot)
Sound design: https://youtu.be/yBFferOQeVI?si=fqxIl99S3MyKulv5 Cinema Takes: https://youtu.be/xBasQG_6p40?si=TNC1orw0_HGy47AA
Cinema Scenes: https://www.youtube.com/watch?v=BAwoqiMgDk4 https://www.youtube.com/watch?v=WPfrhJYZXEY