Mad that advertising ruined the word “story” for me.

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When people in advertising say we’re “storytellers” it makes me think they don’t know what an actual story is.

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Or maybe you need to aspire to make better ads?

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People are using it to describe deck flow/organization now. It's out of control.

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In this case if it’s literally used as a synonym to flow it doesn’t bother me. Because there are decks where the flow is clunky and need to be fixed to read smoothly (LIKE a story would).

If they’re referring to it as what’s the story we’re trying to tell, in a more serious sense, then I’m like 😒

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Haha I just put a comment on the “what is advertising for” thread about this! It makes me queasy. Similar to the “we change the world” or the “purpose” rhetoric of nearly every company these days.

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Eh, it’s a lazy, go-to simplification of what works in advertising and def overused... but storytelling has been around since the dawn of man. It’s a good, general skill to have in most any profession. It hasn’t been soiled for me. It’s just hard to describe what we do and “creative” is in the titles already.

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I mean, I feel like I've been telling people 'whats the point of X, Y' forever. Just using story for shorthand seems fine to me. Like maybe it's a cliche buzzword, but asking 'what's the story here' when I get a 17 page report with disjointed metrics and no clear answer to my key questions (generally are we hittings goals, will we keep hitting goals, any red flags?) then it's a fair question. Same can go for decks, briefs, etc.

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