Why is "Shrek" one of the greatest selling DVDs of all time? Why do shampoo advertisements base themselves on Sleeping Beauty? Why is it that in this age where there are stories surrounding us in every media imaginable, that the same simple stories keep being told? This study attempts to explain why fairy tales keep popping up in the most unexpected places and why the best storytellers begin their tales with 'once upon a time'.

Why is Shrek one of the greatest selling DVDs of all time? Why are shampoo advertisements based on Sleeping Beauty? Why is it that the same simple stories keep being told? This study attempts to explain why fairy tales keep popping up in the most unexpected places and why the best storytellers begin their tales with 'once upon a time'.