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Technology and Persuasive Communication

Code: 104894
Credits: 6
2026/2027
Degree programme Type Course
Advertising and Public Relations FB 1

Contact lecturer

Name :
Priscila Alvarez Cueva
Email :
priscila.alvarez@uab.cat

Teaching staff

Daniel Mourenza Urbina
Maria Pilar Buil Gazol

Group languages

You can consult this information at the end of the document.

Prerequisites

To take this course, good reading comprehension skills in English is required, as well as an appropriate level of reading comprehension, writing and expression in Spanish and Catalan accondingly to a first university degree course.

Objectives

Specifically, the course objectives are as follows:


  • To understand the technical processes involved in advertising communication delivered via various audiovisual content platforms.
  • To become familiar with the use of video and audio equipment used in the production of advertising content.
  • To learn about the main technological tools involved in these processes and the innovations taking place in this field, in order to understand their role in the communicator’s work, in the messages themselves and in how they are received.



Learning outcomes

  • CM03 (Work in teams to ensure a professional practice that is sensitive to social problems and challenges.) Work in teams to ensure a professional practice that is sensitive to social problems and challenges.
  • KM04 (Link social analysis and the impact of new communication technologies on the creation of persuasive messages.) Link social analysis and the impact of new communication technologies on the creation of persuasive messages.
  • SM03 (Use the technological tools for composing and editing textual, graphic, and audiovisual messages.) Use the technological tools for composing and editing textual, graphic, and audiovisual messages.

Contents

  • Technological fundamentals: basic concepts of wave physics, the radio spectrum and communication networks.
  • Techniques, developments, digitisation and the latest innovations:

Photography

Sound

Video

  • The latest technological innovations in the field of advertising.
  • Knowledge and use of equipment: photography, audio and video through practical exercises.


A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies

Learning activities and methodology

Title Hours ECTS Learning outcomes
Laboratory Practices 37.5 1.5 CM03, SM03
theoretical classes 15 0.6 KM04, SM03
Tutorials 5 0.2 KM04, SM03
Readings, practice preparation, test preparation, etc. 82.5 3.3 CM03, KM04, SM03

Students will acquire knowledge and skills through three main methods: theory classes, gammification and practical sessions in the faculty’s audiovisual laboratories. Tutorials will be held at pre-arranged times, both to answer queries on theoretical concepts and to monitor progress with practical work.

The course content will take into account issues relating to gender perspective and the use of inclusive language.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Theoretical exam 50% 2 0.08 KM04
Active participation 10% 2 0.08 CM03, SM03
Laboratory Practices: tv, radio and photograph 40% 6 0.24 CM03, KM04, SM03

This course does not involve a single assessment.


The subject consists of three assessment activities:

  1. Theoretical exam with a weight of 50% on the final grade.
  2. Practicals with a weight of 40% on the final grade.
  3. Active participation with a weight of 10% on the final grade. (Active participation is understood as an active behavior of questions, comments and interaction within the classroom or laboratories. Specifically, interactivity and collaboration are expected in gamification activities).


The final grade for the subject will be obtained from the weighted sum of the three types of assessment activities, bearing in mind that:

  • A minimum grade of 5 out of 10 points must be obtained in the theoretical exam.
  • Have attended all the practical sessions. Only duly justified absences are accepted.


Retake course:

Students will have the right to retake the subject if they have been assessed in 2/3 of the subject assessment activities (theory, practice and/or participation).

In this sense, the average between the grades achieved must be at least 3.5pts/10 to be able to exercise their right to retake.

Practices and active participation are excluded from retake because they correspond to continuous learning activities linked to the regular participation of students, the progressive development of skills and the practical application of the contents in face-to-face contexts. Their nature does not allow them to be replaced by a retake test.

Retake will consist of an exam on the theoretical contents of the subject. The grade obtained will replace the grade of the initial exam for the purposes of calculating the final grade.


Non-assessable

Students who have not completed at least 33% of the assessment activities planned for the subject will be considered as 'non-assessable' and will therefore be included in the final grade for the subject.


Second enrollment

In the case of a second enrollment, a synthesis exam is not offered. Students must follow the evaluation criteria specified in this course guide.


Artificial Inteligence

In this module, the use of Artificial Intelligence (AI) technologies is permitted exclusively for specific tasks to be determined and communicated by the teaching staff in due course.

Students must clearly identify which parts have been generated using this technology, as well as specify the tools used and include a critical reflection on how these have influenced the process and the final outcome of the activity. A lack of transparency in the use of AI will be considered a breach of academic integrity and may result in a partial or total deduction from the mark for the activity, or more severe sanctions in serious cases, as determined by the teaching staff.


Plagiarism and irregularities

Any student found to have committed any form of misconduct (cheating, plagiarism, impersonation or similar) will be awarded 0 points for that assignment or activity.

In the event of multiple or repeated instances of misconduct, the final mark for the module will be 0 and, consequently, the student will fail the module.


The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.


Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.

Bibliography

  • Beutler, Roland (2017) Evolution of Broadcast Content Distribution. Springer.
  • Bonet, Montse (coord.) (2016) El imperio del aire. Espectro radioeléctrico y radiodifusión. UOC.
  • Burgaya, Josep (2021) La manada digital. Feudalismo hipertecnológico en una democacia sin ciudadanos. El Viejo Topo.
  • Castillo, José Maria (2016). Televisión, realización y lenguaje audiovisual. Instituto RTVE.
  • Fernández-Quijada, David (2011) Medi@TIC. Anàlisi de casos de tecnologia i mitjans. Editorial UOC.
  • Fernández-Quijada, David y Ramos-Serrano, Marina (eds.) (2014) Tecnologías de la persuasión. Uso de las TIC en publicidad y relaciones públicas. UOC.
  • LaBelle, Brandon, y Rubén Verdu (2021). Agencia sonica: el sonido y las formas incipientes de resistencia. Universidad de Jaén.
  • McStay, Andrew (2010). Digital Advertising. Palgrave Macmillan.
  • Niqui, Cinto (2011) Fonaments i usos de tecnologia audiovisual digital (E-PUB, llibreelectrònic). Editorial UOC.
  • Pariser, Eli (2011) The filter buble. What the Internet is hiding from you. Penguin Books.
  • Sax, David (2016) The Revenge of Analog. Real Things and Why They Matter. New York: Public Affairs.
  • Turow, Joseph (2011). The Daily You. How the new advertising industry is defining your identity and your worth. Yale University Press.
  • Wu, Tim (2020) Comerciantes de atención. La lucha épica por entrar en nuestra cabeza. Capitán Swing

Software

The software that will be used in this subject will be:

  • AUDACITY
  • DA VINCI RESOLVE

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 5 Catalan/Spanish second semester afternoon
(PLAB) Practical laboratories 51 Catalan/Spanish second semester afternoon
(PLAB) Practical laboratories 52 Catalan/Spanish second semester afternoon
(PLAB) Practical laboratories 53 Catalan/Spanish second semester afternoon