What Do Prepackaged Lunches Have to Do with The Godfather? The Role of a Dilemma in Advertising and Dramatic Writing
There are many tools that can help writers to create more engaging stories.
One of the technique that often works - when I'm helping students, friends or clients with their scripts - is to hone in on a choice that a key character has to make.
On June 6th, 2013 Jen Grisanti published a post to Branding Magazine - about writing a marketing message - and I was surprised to see that some marketers are apparently using one of the techniques I often rely on for feature length films:
"[T]he dilemma is what happens... the moment when the central character gets stuck between a rock and a hard place... the dilemma sets up the moment when [he or] she makes a difficult decision that sets the plot in motion."
When I'm explaining this technique, I often talk about the choice that Michael Corleone has to make in The Godfather - between a life with Kay or as the new godfather.
When Jen Grisanti talks to marketing people, what example does she use?
"When Kraft developed Lunchables, they tapped into a key consumer dilemma: do I pack lunches for the kids or get them to school on time? "