English
Noun
emotional build
#(Advertising) one of four archetypal dramatic structures of commercials characterized by a rising pattern of positive emotions.
#:Coca-Cola ads often feature the emotional build structure, filled with fun and no conflict, the viewer feels better and better as the ad goes along.
#(Advertising) a narrative structure used in commercials known as �director-type� advertising.
See also
w:advertising|advertising
dramatic structure
emotional pivot
positive transition
sustained emotion
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