But what draws people to a particular story? Keith Quesenberry, a lecturer at the Center for Leadership Education at Johns Hopkins, dissected two years’ worth of Super Bowl commercials using Freytag’s Pyramid, named after a German novelist who saw common patterns in the plots of novels: Act 1, scene setting; Act 2, rising action; Act 3, turning point; Act 4, falling action; Act 5, resolution/release.
Quesenberry’s team coded Superbowl commercials for their number of acts and predicted the Budweiser commercial “Puppy Love” would win the ratings. It was the viewers’ top pick in a USA Today poll, and the beer’s sales rose.
When stories don’t work, Linderman says, it’s because we judge, analyze and explain an experience, rather than tell it. In our Persuasion and Influence course we consistently emphasize that a great story includes characters – with their voices -- and a compelling plot.
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Credit: Het Nieuwe Instituut