emotional pivot

English

emotional pivot (plural emotional pivots)

(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.
(advertising) a narrative structure used in commercials known as “star-type” advertising.

单词	emotional pivot
释义	emotional pivot English Noun emotional pivot (plural emotional pivots) (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.* (advertising) a narrative structure used in commercials known as “star-type” advertising. See also advertising dramatic structure positive transition sustained emotion
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