Select 5 advertisements (choose them carefully so the following steps will be easy). Include a picture of the ad.
Using Maslow’s hierarchy of needs, identify the need or needs the ad suggests will be met through the use of the product or service being advertised. So that I know your reasoning and understanding of the concept, explain what tells you that this is the need being used. (Your competent support is as important as the correct identification!)
Be sure to analyze the way the product is being sold, not the nature of the product. Chocolate is not marketed as Physiological Needs/Survival Needs. While it might be considered “food”, that is not why we eat it! Among sales professionals there is the advice to “Sell the sizzle, not the steak.” Consider how that is being done in the ads you are analyzing
We start at the base of the pyramid, with the most essential needs. Once that has been met for the moment, we automatically move up. Note that these are listed here in an order that corresponds inverted to the pyramid diagram at the right.
Physiological- Food, water, shelter, elimination, basic biological survival.
Safety & Security – safe from harm, from attack, shelter from cold/heat.
Belongingness & Love – To matter, group identity & acceptance. Does NOT require that the person is “in love.” We can also call this need “attachment”.
Esteem Needs – Feeling good about self, valuing self, accomplishment, aesthetics, feeling that the world is better for your having passed through it.
Self-Actualization – Making what is Potential into Reality or Being. Living at the pinnacle of your capacity in performance, sensation, connections to the world and to others.
Some key elements of Maslow’s theory:
Lower levels must be met first.
Lowest unmet need first.
We automatically move up when a level is met.
Meeting a level means that it is met at the moment, not “for all time.”
We glide back and forth through the levels.
The Psychologically Healthy person has levels 1, 2 & 3, met chronically.
Think about the last time you felt worried about being able to meet these 3 levels.
Maslow was a Humanistic Psychologist, therefore, we must look at the need level from the person’s perspective, not outside.
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