In a progressive marketplace, advertisement plays a vital role. But today, there is a particular kind of advertisement that captures the attention of the consumers and it is through the use of emotional advertisements. Emotional advertisements are ads that trigger the emotional response of the consumers and influence their decisions. From this perspective, the researchers were motivated to conduct a research focusing about the perception of the different generations on emotional advertisements. This study aimed to know if there is a significant difference between Generation X, Generation Y, and Generation Z on what they perceive as regards emotional advertisements. Also, this study desires to determine factors’ affecting the perception of multi generation towards the emotional advertisement. The research was based on a questionnaire survey in which data were collected from selected sample from the target population of generation X, Y and Z. In order to acquire information, the sample size of this research was composed of 302 respondents i.e. those ages from 7 to 52 years old under the three generation (Generation X, Generation Y and Generation Z) in which all the 19 barangays of the town of Bocaue were properly represented. Survey questionnaire was comprised of 23 questions that were all related to emotional advertisement. The survey was conducted in two ways, both online and written forms. Survey questionnaires were given to them directly and through the use of Internet using Facebook. The results of the study determined factors affecting the perception of multi generation towards the emotional advertisement. The proponents lead to seek the answer to determine how these emotional branding affects people. The survey conducted reveals that most of the respondents answered “sometimes” that means almost all of them are watching advertisements that are emotional in nature. The researchers have concluded that there is no significant difference among the three generations when it comes to their perception on emotional advertisements. However, regardless of their generation, all of them have agreed that an emotional advertisement is pop nowadays. Age differences between generation have no effect on their perception when it comes to this kind of advertisement. When it comes to the gender preference of the respondents of this research, both men and women come up with the same answer that they largely agree in having emotional advertisement as a strategy in marketing a certain brand. Generation X sometimes watches advertisements and prefer advertisements with a family oriented themes such as Absolute’s commercial. Generation Y sometimes watch advertisements and prefer advertisements with Career and Success themes with Jollibee’s Vow, and Kahera as most watched advertisement. Generation Z sometimes watch advertisements and prefer advertisement with Love as theme with Jollibee’s Vow, Date and Crush as most watched advertisement. They have the same perception with 4 regards to the factors that are given. Minimal differences have seen in the result in terms of the quantitative data gathered by the researchers. They have all agreed that using emotional advertisement is “Pop”. 

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