dramatic structure

Noun

 * 1) The sequence that a five-act play follows, including exposition, rising action, climax or turning point, falling action, and denouement or catastrophe.
 * 2)  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 IT team with a problem and then showed FooCorp as the solution used emotional pivot as its dramatic structure.