Abstract

This article aims to understand the audiovisual storytelling influence on the behavior of Higher Education students, namely, in their consumption practices and perceptions about the notoriety of brands. Based on the analysis of the Christmas 2019 campaigns of the main telecommunications operators in Portugal, the results obtained allow us to affirm that, in general, audiovisual narration has a positive influence on young consumers, assuming an important role in their consumption practices and generate trust and identification with brands. The data also seems to indicate that the use of this technique leads to the attribution of meaning to the brand, which consequently promotes an increase of its notoriety in the consumer’s perception.