dramatic structure

English

Noun

dramatic structure (countable and uncountable, plural dramatic structures)

1. The sequence that a five-act play follows, including exposition, rising action, climax or turning point, falling action, and denouement or catastrophe.
2. (advertising) One of four formats used in commercials that are designed to affect the audience emotionally, not just rationally: emotional pivot, positive transition, emotional build, and sustained emotion.

   The laptop ad that first showed an IT team with a problem and then showed FooCorp as the solution used emotional pivot as its dramatic structure.

See also

• advertising
• emotional build
• emotional pivot
• positive transition
• sustained emotion