Understanding the Gen Z Audience: A Study on Generation Z Filipinos' Affective Reception of Cross-Platform Advertisements in Metro Manila
Understanding the Gen Z Audience: A Study on Generation Z Filipinos' Affective Reception of Cross-Platform Advertisements in Metro Manila
ABSTRACT Dazo, E.-A.B.S. (2018). Understanding the Gen Z audience: A study on Generation Z Filipinos’ affective reception of cross-platform advertisements in Metro Manila. Unpublished. Thesis, University of the Philippines: College of Mass Communication.
This thesis examines the affective reception of Gen Z Filipinos towards local cross-platform fast food advertisement campaigns in Metro Manila. It aimed to determine the Gen Z Filipinos’ affective response towards the cross-platform approach, zooming in on certain features of the campaigns and reflective of their overall exposure to the campaign. Gen Z was chosen as they are said to be more discerning of the content that they are exposed to. Both Gen Z and cross-platform advertisements have not been aptly profiled in the local context, was deemed a possible area of study. A total of 34 informants participated in the diary studies stage, with 27 participants moving on to the focus group discussion or focus interview stage. Diary studies method was used to surface initial unfiltered thoughts and reactions towards the ad through self-reflection, and focus group discussion and focus interviews were conducted after for more thorough discussion. The thesis gained insight on how the Gen Z processes media content both online and offline. Though they value well done creative executions, they put a premium on genuine, coherent yet substantial content that varies across platforms. They are also highly empathic. They are inclined to prefer online platforms, as these are more interactive and give viewers more agency and more opportunity to process the advertisement.
Keywords -- Gen Z, cross-platform advertising, advertising, audience reception, affective reception, fast food