they see advertising as a form of entertainment but are turned off by advertisements that are over commercialized. they are turned off by advertisements that contain lots of hype or take life too seriously.
MTV Marketing Vice President - 'you must let them know you know who they are, that you understand their life experiences. you want them to feel like you are directly talking to them'.
Good to see you getting going but now try to get into some depth. Try to produce a timeline and show how the various experiences have moulded the value system of the generation
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