Framework Deep Dive
Emotional Arcs framework maps the emotional journey of viewers through advertising content, ensuring strategic emotional peaks and valleys that drive engagement and memory.
Psychological Principle
This framework leverages loss aversion and the desire for resolution. By first highlighting a problem, it creates a cognitive dissonance that the solution then satisfyingly resolves.
Framework Breakdown
Setup
Establish the emotional baseline and context for the journey.
Build
Gradually increase emotional tension or investment in the narrative.
Peak
Reach the emotional climax that creates maximum impact and memorability.
Resolution
Provide emotional satisfaction and connect back to the brand message.
Real-World Examples
Insurance Family Protection Ad
An insurance ad begins with family happiness (Setup), introduces risk scenarios (Build), shows potential loss impact (Peak), then resolves with protection and peace of mind through insurance coverage (Resolution).