According to David Aaker, a Signature Story must be authentic, intriguing, involving, narrative and have a strategic message. To have an effective advertisement today, a signature story must be woven into the advertisement. It can't be a sales pitch. The viewer must be able to feel connected to the advertisement.
Empathy in design is a central idea that many designers are taught. But, several articles have come out against empathy. Empathy isn't bad. We all have some form of empathy. It's just that empathy can be used to reinforce an individual's bias. It can also be used to separate one group from another.
As individuals and corporations raced to use UX for themselves and profit, "user experience became not a tool for innovation, but one that perpetuated old practices of business-as-usual...[it became] a new kind of language to re-frame processes of globalization."