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Technology and Persuasive Communication

Code: 104894 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations FB 1 1


VicenÁ Tamborero Viadiu

Use of Languages

Principal working language:
catalan (cat)
Some groups entirely in English:
Some groups entirely in Catalan:
Some groups entirely in Spanish:


Oriol Figuera Godoy
Gianluca Battista


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

Objectives and Contextualisation

Specifically, the objectives of the subject are the following:
Understand the technical processes that intervene in the advertising communication channeled by several platforms for audiovisual content.

Become familiar with the handling of image and sound equipment for the production of advertising content.

Learn which are the main technological instruments that intervene in these processes and those innovations that are taking place in this field, to see how this can influence your work
communicator, in the messages and in its reception.


  • Demonstrate knowledge of the narrative and expressive characteristics of audiovisual languages.
  • Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
  • Rigorously apply scientific thinking.
  • Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  • Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
  • Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
  • Use a third language as a working language and means of professional expression in the media
  • Use advanced technologies for optimum professional development.

Learning Outcomes

  1. Communicate using language that is not sexist or discriminatory.
  2. Explain the basic principles of sound and image recording in handling audiovisual recording equipment.
  3. Find substance and relevance in documents on theory, structure and communication in a third language.
  4. Identify situations in which a change or improvement is needed.
  5. Identify the basic principles of building the professional microphone voice.
  6. Propose projects and actions that incorporate the gender perspective.
  7. Recognise the basic principles of audiovisual performance before a microphone and camera.
  8. Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
  9. Rigorously apply scientific thinking.
  10. Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  11. Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  12. Use advanced technologies for optimum professional development.
  13. Use technological instruments for the composition and editing of graphic messages.
  14. Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.


* Technological foundations: the basics concepts of wave physics; radio spectrum and communication networks.


* The digitization of image and sound: digitization process, codecs and formats.


* Photography: evolution and latest innovations


* Sound: evolution and latest innovations


* Video: evolution and latest innovations


* Latest technological innovations and trends affecting the advertising industry.



Knowledge and use of photography, video and audio equipment by practicing.


The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary

information for the proper follow-up of the subject.  In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.


The acquisition of knowledge and skills by the students will be conducted through two basic procedures: theory classes and practice sessions, in the audiovisual laboratories of the Faculty.

Both for consultations on theoretical concepts and for the follow-up of the practice sessions, tutorials will be held by appointment.

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.


Title Hours ECTS Learning Outcomes
Type: Directed      
Laboratory Practices 37.5 1.5 9, 8, 2, 3, 13
theoretical classes 15 0.6 9, 8, 2, 3, 13
Type: Supervised      
Tutorials 7.5 0.3 9, 8, 2, 3, 13
Type: Autonomous      
Readings, practice preparation, test preparation, etc. 82.5 3.3 9, 8, 2, 3, 13


The subject consists of the following assessment activities: 

- Theoretical test 30% on the final grade.  

- Practical exercise, 60% on the final grade.

- Active participation 10% on the final grade.


To pass the course, the following requirements are needed:

  • getting a minimum grade of 5 out of 10 on the theory test;
  • getting a minimum grade of 5 out of 10, as a result of the average of the practical activities, and not having more than one absence in the set of the practical sessions.  


-       Failure to take the test implies not being assessed.

-       Grade to have right to reassessment of the theory test: between 2.5 and 4.99 out of 10.

-       Practice sessions are compulsory.

-       The practices will be developed in three groups and you will be able to reassess which of the groups that are suspended or all of them, if that is the case.

The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.

The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Active participation 10% 1.5 0.06 9, 8, 2, 3, 13
Laboratory Practices 60% 4 0.16 9, 8, 2, 5, 7, 3, 13
Theoretical exam 30% 2 0.08 9, 8, 1, 2, 4, 6, 11, 10, 3, 13, 12, 14


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Burgaya, Josep (2021) La manada digital. Feudalismo hipertecnológico en una democracia sin ciudadanos. Barcelona: El Viejo Topo.
Casas, Jordi, Nin,Jordi i Julbe, Francesc (2019). Big Data, análisis de datos en entornos masivos.Barcelona: UOC.
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De la Cueva, Javier (2015) Manual del Ciberactivista. Teoría y Práctica de las Acciones Micropolíticas.
Bandaáparte Editores.
Donsbach, Wolfgang (ed.) (2008) The International Encyclopedia of Communication. Oxford: Blackwell.
El Libro Blanco de la compra programatica. (slideshare)
Fernández-Quijada, David (2011) Medi@TIC. Anàlisi de casos de tecnologia i mitjans. Barcelona: Editorial
UOC. Llibre en línia.
Fernández-Quijada, David (2013) La innovación tecnológica. Creación, difusión y adopción de las TIC.
Barcelona: UOC.
Fernández-Quijada, David & Ramos-Serrano, Marina (eds.) (2014) Tecnologías de la persuasión. Uso de las
TIC en publicidad y relaciones públicas. Barcelona: UOC.
Martínez Abadia,, José, Vila, Pere et al. (2004). Manual básico de tecnología audiovisual y técnicas de
creación, emisión y difusión de contenido. Barcelona: Paidós.
McStay, Andrew (2010): Digital Advertising, Basingstoke: Palgrave Macmillan.
Morozov, Evgeny (2015) La locura del solucionismo tecnológico. Madrid: Clave Intelectual.
Niqui, Cinto (2011) Fonaments i usos de tecnologia audiovisual digital (E-PUB, llibreelectrònic). Barcelona:
Editorial UOC.
Pariser, Eli (2011) The filter buble. What the Internet is hiding from you. London: Penguin Books.
Peirano, Marta (2015) El Pequeño Libro Rojo del Activista en la Red. Barcelona: Rocaeditorial.
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. New Haven: Yale University Press.
Wu, Tim (2020) Comerciantes de atención. La lucha épica por entrar en nuestra cabeza. Madrid: Capitán Swing
Zabaleta Urkiola, Iñaki (2003). Tecnología de la información Audiovisual Sistemas y servicios de la radio
y televisión digital y analógica por cable, satélite y terrestre. Barcelona: Bosch Comunicación


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