generation gap conflict often arises within families, particularly between parents and children. Differences in mindset, cultural values, and technological use are among the main factors contributing to emotional distance between generations. This study aims to examine how the YouTube advertisement IM3 “Bridge the Distance, Express the Connection” represents the efforts to resolve such intergenerational conflict from the perspective of Generation Z.
The research adopts a qualitative descriptive approach with a constructivist paradigm, which views social reality as shaped by subjective interpretation and experience. Two main theoretical frameworks are employed: Joseph DeVito’s interpersonal communication theory and John Fiske’s semiotic analysis. DeVito emphasizes five key aspects of interpersonal communication: openness, empathy, supportiveness, positive regard, and equality. Meanwhile, Fiske’s semiotics is used to interpret visual and verbal signs within the advertisement as carriers of social meaning.
The results show that the IM3 advertisement successfully portrays the dynamics of generational conflict through symbolic visuals and dialogic narrative. The ad highlights the importance of openness and empathy as essential tools for bridging generational differences. Through carefully constructed emotional scenes, the message of equality and acceptance is symbolically conveyed, allowing viewers to understand that resolving generational conflict requires not just compromise, but also mutual, respectful communication.
In conclusion, the advertisement serves not only as a promotional medium but also as a social commentary that addresses relevant generational issues. Through the lens of interpersonal communication and semiotic construction, this ad delivers the message that generational conflicts can be resolved through open and egalitarian dialogue, particularly from the viewpoint of Generation Z, who seek emotional openness and equality in relationships.