English Dictionary

emotional pivot

名詞

(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.

日本語の意味

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。

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.

その広告が成功したのは、初期にネガティブな感情を用いて緊張感を生み出し、ブランドが後半でそれを解決してヒーローのように見せるという感情の転換点のおかげだった。

意味（1）

(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.

意味（2）

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

emotional pivots （ plural ）