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Title:
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Winning Over Gen Z: How Advertising Needs to Evolve in Order to Maintain Relevance with the Youngest Generation
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Creator:
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Apatow, Jillian
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Subject:
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Thesis (M.F.A.) -- Advertising
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Subject:
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Savannah College of Art and Design -- Department of Advertising
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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"This thesis will explore how advertising can become more meaningful to Gen Z, currently the youngest and most ad-averse generation. The following writing will also investigate which media channels are the most effective in reaching Gen Z, and how advertisers can collect data based on relationship networks. Moreover, this paper will discuss how advertising can become more valuable to Gen Z by supporting the causes that are important to them, including mental health. Ultimately, this thesis will recommend ways that the advertising industry can become more empathetic in their message creation and delivery in order to earn the trust and interest of Gen Z." --Abstract
*Keywords: Gen Z, mass media, targeting, consumers, out-of-home, video streaming, empathy, networks, ritual, COVID-19 pandemic, mental health, humor |
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design
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Date:
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2021-05
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Format:
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1 online resource: 1 PDF (Thesis, 59 pages, color illustrations, graphs)
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