The contents of this UC begin with the understanding of the concepts of mediated rhetoric and extend to the study of crossmedia , transmedia and serial media narratives, framing their relevance regarding the advertising strategies of brands. Based on the concept of advertising narratio , from the perspective of classical rhetoric, models such as The Hero's Journey will be incorporated, adapted by Christopher Vogler from Joseph Campbells The Hero of a Thousand Faces , working on the importance of narrative plots in advertising and the role of characters. In this study, particular emphasis will be given to the concept of storytelling in advertising narratives and its relevance in creating emotions.