emotional pivot

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emotional pivot (plural emotional pivots)

  1. (advertising) one of four archetypal dramatic structures of commercials characterized by the ad’s deliberate use of negative emotions early in the ad to establish dramatic tension which allows the brand to resolve the negative situation and appear the hero or star at the end.
    IBM utilized the dramatic structure known as emotional pivot in their ads about a company needing to cut costs and IBM products being the solution.
  2. (advertising) a narrative structure used in commercials known as “star-type” advertising.

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