"staircase" or "ladder") is a figure of speech in which words, phrases, or clauses are arranged in order of increasing importance.
[3] Climax is frequently used in persuasion (particularly advertising) to create false dilemmas and to focus attention on the positive aspects of the subject at hand.
The initial inferior options make the final term seem still better by comparison than it would appear in isolation: "X is good, Y is better, Z is best" is a standard format.
It can also be used in reverse to make the initial term seem better by comparison: "A isn't perfect but B is worse and C is worst.
"[4][5] An anticlimax or anti-climax is an abrupt descent (either deliberate or unintended) on the part of a speaker or writer from the dignity of idea at which they appeared to aim,[10] as in: As a relative term, anticlimax requires a greater or lesser climax to precede it in order to have proper effect.