In his excellent book, Mere Apologetics, Alister McGrath considers a diversity of approaches for engaging with those who are skeptical or curious about the Christian faith.
Chapter 7, Gateways for apologetics: Opening the door to faith, considers four different approaches.
Most traditional apologetics focusses on the first two approaches.
Stories is not just concerned with the Biblical narrative but engaging with influential secular literature such as Dan Brown's The Da Vinci code.
Images is not just art but using and engaging with powerful mental images and concepts such as Plato's cave or the theological notion of adoption.
C.S. Lewis was all the more impressive as an apologist because he was a master at all four approaches, from Mere Christianity to Narnia.
Which approach to use should be determined by the background and interests of the audience.