There's a screenwriting book called Save The Cat.
It says: When the viewer first meets a character, the character needs to do something to make you like him--like saving a cat.
When you like a character, you'll follow him anywhere.
You'll care about what happens to him.
You'll root for him.
So I think it's a nice little device for stories in copy for 2 reasons:
1) The reader will be pulled into the story because he wants to know about what will happen to the character.
2) When something good or bad happens to the character, it has more emotional punch.