GENNA MAE E.

JULATON

ACTIVITY 1
ADVERTISING
 not

INSTRUCTIONS: Answer the following with not

more than ten (10) sentences:

1 2
Describe the characteristics of
Provide one (1) example of an

each of the seven (7) age range

advertisement that you think is

generations. How does this affect

addressed to each generation.

their behavior as consumers?

Explain.
 1)Describe the characteristics of each of the seven (7) age range

generations. How does this affect their behavior as consumers?

The Greatest Generation

(born 1901–1927) 가자!
The Greatest Generation is the most widely known, as it was the first
generation to be born during a time of unprecedented growth and prosperity.
This group was also the first to grow up in a time when many Americans lived
in urban areas and had access to new technology like television and
computers. These factors impacted their behavior as consumers because
they were used to shopping at large department stores and having access to
more choices than previous generations. They are socially conservative and
value tradition over change. They tend to be more traditional in their
attitudes towards issues such as marriage, education and religion than other
generations.
The Silent Generation
(born 1928–1945)
가자!
The Silent Generation grew up in an era of war, rationing, and rationing of
goods such as food, clothing, automobiles and appliances. They didn’t have
much money to spend on things like entertainment or luxury items. Because of
these economic hardships, many of these people became extremely frugal with
their spending habits over the course of their lives. They often saved every penny
they earned because they felt it would be better used for retirement or another
emergency situation down the road. They have been referred to as “the greatest
generation” because they know what it takes to survive while others just watch
from afar or have never experienced war at all. The silent generation has been
described as a “willingness to work hard and achieve success”
 The Baby Boomers (born 1946–1964)

The Baby Boomers are characterized by their optimistic outlook on

life, their desire to make a difference, and their strong belief in
themselves. The Boomers have been called an "entrepreneurial"
generation, because they are more likely to start businesses than other
generations. They also tend to be more independent than other
generations.
 Generation X (born 1965–1980) 가자!

Is a diverse group of young people who grew up

during times of economic uncertainty, political
instability and technological change. This generation
has been described as having a cynical attitude about
many aspects of society, including politics and
religion. Generation X is also known for its
commitment to being part of the community rather
than being isolated from it.
Millennials (born 1981–1995) 가자!
Millennials are the largest group of consumers. They have a strong sense of social responsibility
and are open to new ideas and experiences. They are tech savvy, global, and entrepreneurial.
Prefer to use technology over other forms of communication, including face-to-face
communication. This generation prefers to be in control of their own lives and careers and
generally want more freedom in the workplace. In addition, this generation is focused on finding
work that aligns with their career goals, which can make it difficult for them to settle down into a
job for long periods of time. Millennials prefer to work for employers who offer flexible schedules
and allow them to work from home when needed.
Generation Z (born 1996–2010) 가자!

Generation Z is the next generation of consumers. They are more technologically savvy than
Millennials with a higher rate of use of technology such as smartphones and computers. They are also
known as “digital natives” because they grew up with technology at their fingertips. This generation
was also known to be less materialistic than their predecessors, preferring experiences over things.
In addition, Generation Z has been labeled as “curiosity seekers” due to their tendency to seek out
new information about products and services before making a purchase decision. The term “digital
natives” was coined by Douglas Rushkoff in his book
 Gen Alpha (born 2011–2025) 가자!
This generation is known for being self-aware, socially conscious and digitally connected. They are also
known for being confident in their own skin, which makes them comfortable with expressing themselves
using social media platforms such as Facebook or Instagram. Generation Alpha is the third generation of
consumers that is being born now or in the near future. Generation Alpha’s parents have been working for
longer, which means that they have more money than Generation Z’s parents did when they were of similar
ages. This means that Generation Alpha can afford to spend more on products for themselves compared to
previous generations this is why we see such high levels of spending on food and clothes among them.
 2) Provide one (1) example of an advertisement that you think is

addressed to each generation. Explain.

The Greatest Generation

(born 1901–1927) 가자!

In the Philippines is addressed to the youth.
The advertisement portrays a youth wearing a
simple shirt, jeans and shoes. He is standing
beside a man who is wearing a three-piece suit.
The message of this ad is that you should always
be humble and respectful to older people.
The Silent Generation
(born 1928–1945)
가자!
The Silent Generation is a term used to group those who were born between
1928 and 1945, which was a time period when many countries experienced the
Great Depression, World War II, and the modernism-postmodernism cultural
shift. The Silent Generation was easily influenced by mass media. They had less
knowledge of economics which made it easier for them to be manipulated by
advertisers. The most important example of an advertisement addressed to this
generation is the TV commercial of Quaker Oats showing a father asking his son
if he wants to play baseball on Saturday or go fishing instead. The father ends up
saying that they should go fishing because they have more fun fishing than
playing baseball on Saturday.
 The Baby Boomers (born 1946–1964)

Ads addressing baby boomers are usually used to promote products that were
popular in the 1960s. For example, many car companies use ads featuring "the
old man and the sea" to advertise their cars. These ads have been very
successful because of their nostalgic appeal. Baby boomers grew up during the
late 20th century and remember when cars were big and fast and cool. The ads
appeal to them because they recall their own childhoods, when they were young
and carefree.
 Generation X (born 1965–1980) 가자!

Philippine advertising agencies have been using

“generation” or “X” as a marketing strategy as they target
millennials. For example, Nestle Philippines used their
famous slogan “Milk Life” to attract Gen X consumers with
a fresh take on their brand image. Nestle Philippines’ ad
campaign features real people who have experienced the
ups and downs of life through their milk products: how it
helped them stay healthy; how it made them feel more
confident; and how it helped them grow up better.
Millennials (born 1981–1995) 가자!
Millennials were raised in the digital age, where technology is often used to communicate with
one another, which made them more aware of their financial situation. As a result, Millennials are
more concerned about finances than previous generations. They are not as likely to trust
advertisements that promise a lot but don’t deliver on their promises. Advertisers should take this
into consideration when creating advertisements aimed at this generation. For example, if an
advertisement promises free shipping but doesn’t include it in the cost of the product or service,
then Millennials may be less likely to purchase the item or service because they know that there’s
more hidden costs involved in ordering from that company.
Generation Z (born 1996–2010) 가자!

Generation Z It is the most famous and influential generation in the Philippines, being the target
audience of many advertising products. One of the most popular advertisements that Generation Z
enjoys is from Smart Communications wherein a guy named "Billy" gave up his job to start a full-time
podcasting career without any prior experience. Another example is from Globe Telecom wherein an
actor named "John Lloyd Cruz" appeared in an advertisement where he encouraged people to use
Globe's LTE network instead of other brands' wireless service providers (WSP) who were offering
unlimited data plans but were not compatible with Globe's network.
 Gen Alpha (born 2011–2025) 가자!
In the Philippines are the consumers of the future. They are the ones that will determine how much brands
can charge for their products and services. This is evident from the advertisements that we see on
television, social media and other internet platforms. The best is example of an advertisement that I think
is addressed to Generation Alpha is for the Iphone 14 megapixel camera and Optical Image Stabilization
technology that helps you take high quality photos anywhere without blurriness or distortion even when
you hold your device up high such as when taking pictures in airplanes or trains. It’s also known for their
ability to communicate with people from all over the world through social media platforms like Facebook,
Twitter, Snapchat and Instagram.