positive transition

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positive transition

  1. (advertising) one of four archetypal dramatic structures of commercials characterized by an emotionally neutral beginning with an enormous leap in positive emotions generated by seeing the branded product in use.
    The SUV ad featuring an ordinary man walking away from his ordinary home on his way to work and then shows him feeling like a daredevil behind the wheel of his SUV utilizes the dramatic structure known as a positive transition.
  2. (advertising) a narrative structure used in commercials known as “supporting actor-type” advertising.

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