Framework Deep Dive
Freytag's Pyramid is a classic storytelling structure that creates compelling narratives through exposition, rising action, climax, falling action, and resolution.
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
Exposition
Set the scene, introduce characters, and establish the context.
Rising Action
Build tension and develop the central conflict or challenge.
Climax
Reach the turning point or moment of highest tension.
Falling Action
Show the consequences and begin resolution of the conflict.
Resolution
Conclude the story and connect to the brand message.
Real-World Examples
Athletic Brand Comeback Story
An athletic brand ad introduces an injured athlete (Exposition), shows rehabilitation struggles (Rising Action), captures the moment of return to competition (Climax), demonstrates improved performance (Falling Action), and concludes with brand victory (Resolution).