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The word is undoubtedly the most precious gifts that humans enjoy. As such it is an indispensable tool for understanding reality, it is necessary to name things before you get to understand them.

word also is the best tool for dialogue, and through him, a source of enrichment of reason.

However, we can not forget that the word is best environment for the humbug, for deception.

In its first use, the word is the logos ; as DRAE says: " speech that gives reason things." In its second usage, the word would story, stories, history, as the same dictionary says the third of the terms (among other meanings): " relationship any adventure or event," up story . "

I make these introductory remarks to discuss a paper I read these days titled "Storytelling " and which I recommend reading. Its literal translation would something like "storytelling." Its author is the French writer, member of the Research Center for the Arts and Language, Christian Salmon .

At first, I have to admit, I had trouble understanding what it was that the storytelling, but the examples that the author makes throughout the book on its use in advertising, business management, politics, even in war, I have clarified its meaning.

The story is an ancient form, really primitive, to transmit knowledge and experience. Above all is perhaps the most attractive and surround it. All civilizations have relied on a more story or less fantastic to explain their origin. The Book of Gilgamesh, the Mahabharata, the Odyssey, the Old Testament, and so on, are examples.

All or almost all the literature, not just the story, is based on the story to take us to an unreal world, often wonderful, but invented. However, what is undoubtedly beautiful in literature can become an instrument of manipulation in other areas. And they have realized that the rulers of this world.

In recent decades, and an ever more glaring in recent years, political candidates during campaigns electoral treat less to explain his program to discuss their goals and their commitments, that tell a compelling story. His interest is none other than us consumers of their speech, guests for a day of your product, our vote in your bottom line rule for four years.

In the world of advertising has been the same. At first the emphasis was on more or less objective qualities of products. But that has changed. Years ago in these markets so hyper you are looking for advertising is enveloped in a story that makes us associate a product with certain values.

These a scam that aims to unite the story they tell us (associated with our dreams, our desires), in order to sell. Perfumes, cars, yogurt, become magically in love, safety and health.

In the words of Salmon: "The countless stories producing propaganda machine are training protocols, domestication, whose goal is to take control practices and appropriate knowledge and desires of individuals. Under the vast accumulation of stories produced by modern societies, the birth of a new narrative order presiding over the formatting of the wishes and the spread of emotions (...)".

We know that both the language of advertising as the policy is false, but how much it costs to escape its influence!.

I ask you again someday right time?

Until that arrives, a tip: do not believe anything when you come with stories.