The art of storytelling felt by the wayside,
God made man because he loves stories.
Listening to stories and telling them helped our ancestors to live humanly—to be human. But somewhere along the way our ability to tell (and to listen to) stories was lost. As life speeded up, as the possibility of both communication and annihilation became ever more instantaneous, people came to have less tolerance for that which comes only over time. The demand for perfection and the craving for ever more control over a world that paradoxically seemed ever more out of control eventually bred impatience with story. As time went by, the art of storytelling fell by the wayside, and those who went before us gradually lost part of what had been the human heritage—the ability to ask the most basic questions, the spiritual questions.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.