Advertising allows clients to promote their products, and brand companies, enhance business revenue, and distribute services.

Recent studies show how people are more likely to accept a message as accurate when they somehow identify with the "story" delivering that message. In "Three Stories About Capitalism," socio-psychologist Jonathan Haidt explains the importance of "stories" as rhetorical instruments of persuasion.

Apprentices should learn how to screen the audience by identifying those "stories" that matter to the people they are talking with. Establishing empathetic connections is the main goal for each advertiser who wants to achieve efficient communication.