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The ad’s success owed much to its emotional pivot, which used early negative emotions to create tension that the brand later resolved to appear as the hero.
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The ad’s success owed much to its emotional pivot, which used early negative emotions to create tension that the brand later resolved to appear as the hero.
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Related words
emotional pivot
Noun
Japanese Meaning
広告における4つの基本的ドラマ構造の1つ。具体的には、広告の初期に意図的に否定的な感情を喚起し、ドラマチックな緊張感を生じさせ、その後、ブランドがその否定的な状況を解決することで広告の終盤にヒーローやスターとして登場する手法を指す。
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