Generation Y refers to people born between 1980 and 2000 (p477). Kit Yarrow, one of the authors of "Gen Y Is from Mercury," "is a consumer psychologist, chair of the psychology department at Golden Gate University, and a consultant for companies such as General Electric, Del Monte, and Nokia" (p479) . The second writer of "Gen Y Is from Mercury" is Jayne O'Donnell. Jayne O'Donnell is a well-known USA Today reporter who has done significant work on product safety related to airbags and teen drivers (p479). The passage “Gen Y Is from Mercury” is a piece of the book written in 2009 by Kit Yarrow and Jayne O'Donnell in which they wrote together: Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. This part of the book was clearly written for retail shoppers or marketers between the ages of forty and sixty. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The statement in which Kit Yarrow and Jayne O'Donnell are trying to communicate with their readers is stated in the sentence: “Generation Y is undoubtedly unique, and some say potentially one of the most powerful and influential generations of always” (p479). This statement is not absolute and contains three qualifiers. The three qualifiers indicated in the statement are “some say”, “potentially” and “one of the most”. some exceptions to what was said. By saying "some say", it shows that not everyone agrees that Generation Y is one of the most powerful and influential generations ever, but at the same time it shows the audience that there are people in the world. who believe this. By adding "potentially" as a qualification to the statement, Yarrow and O'Donnell show the audience that it is possible that Generation Y will one day be extremely powerful and influential, but for now they are not quite there yet. The final qualification to the statement is “one of the most.” “One of the Most” tells the audience that Generation Y is very powerful and influential, but it is not necessarily the most powerful and influential generation ever, but it is among the most important generations. Every statement must have at least one reason to prove its point. One of the reasons why Generation Y is indisputably unique is the adoration of its parents. The only evidence presented to support this reasoning is an anecdote stating that adoring parents hover over their Generation Y children like helicopters, being there for them in every moment of need (p479-480). This test is considered invalid due to the lack of data presented. Kit Yarrow and Jayne O'Donnell could have added data showing how many parents with Generation Y children are actually considered doting parents, and for what reasons. They could also have added data with specific examples of how parents vacuum their kids like helicopters instead of giving a quick example about “moms knowing who asks who to prom before their kids” (p480). This example is not good enough to present to the marketing industry. In order for the marketing industry to believe that what is being said is true, hard data needs to be presented. Please note: this is just an example. Get a custom paper from our expert writers now. Get a custom essay “Generation Y is indisputably unique and some say potentially one of the most powerful and influential generations ever” because of their digital world. (p479-480). Yarrow and O'Donnell maintain consistency.