Noun

1. The sequence a 5-act play follows including exposition, rising action, climax or turning point, falling action, and denouement or catastrophe. credit Gustav Freytag 1863
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 I.T. team with a problem and then showed IBM as the solution used emotional pivot as its dramatic structure.

See also

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