dramatic structure

from Wiktionary, Creative Commons Attribution/Share-Alike License.

• noun The sequence a 5-act play follows including exposition, rising action, climax or turning point, falling action, and denouement or catastrophe. credit Gustav Freytag 1863
• noun Advertising 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.