Serif v. Sans Serif

In typography class a couple weeks ago, we watched a movie about advertising's effects on the world in general . I couldn't help but take notice to a comment in class about how sans-serif type has become so common. Brands have all assimilated into one style of type, and how it is so plain and usual. Companies should dress up more, put some serifs on again and demand our attention. I had never thought about type in this way before, like if type had a dress code and now it is time for them to dress up. In my opinion, when dealing with brands, the type is very important for brand identity, but also it has to do with what you accompany you type with. Helvetica means too distinct things when placed in target ads and in American apparel ads. It is all relative.