Story telling has been a modern day trend since before the rise of the internet. The only problem with story tellers is that not all stories have a purpose. Documentarians have a job to inform and bring validity to a subject. We have always considered ourselves collectors of visual documents.
Amazing commercial branding has adapted to its audience. We are no longer following directions from an advertisement, we are emotionalizing products and bonding ideas with indirect nostalgia. We are selling feelings and serving it on a bed of aspirations.