Definition from Wiktionary, the free dictionary
- (advertising) One of four archetypal dramatic structures of commercials characterized by a continuously high level of positive emotions with the brand introduced early as the source of these emotions.
- The Diet Coke commercial featuring a roller girl skating by the ocean with soda bubbles flowing behind her and smiling friends skating beside her to dance music is an example of the dramatic structure known as sustained emotion.
- (advertising) A narrative structure used in commercials known as “producer-type” advertising.
The Advertising Research Handbook Charles E. Young, Ideas in Flight, Seattle, WA, April 2005 ISBN 0-9765574-0-1