Wednesday, June 2, 2010

Maslow and advertising work together

As I promised, here are examples of advertising messages based on Maslow’s pyramid needs.

So, the first level reflects on basic needs. My opinion is that this basic need level is used a lot to reach an audience, expecially the need- sex and there is no more important what kind of product it is- car, plant, shampoon or candies, this need can be used in all product categories.
Here are some examples:
The commercial of shower gel: 
http://www.youtube.com/watch?v=g_ySo29c-Gg&feature=related
TV commercial of energy drink
http://www.youtube.com/watch?v=c81eRD2v0FY&feature=related

The second level reflects on safety, security needs. Insurance companies, baks uses a lot securiyt need to persuade people. I founded two quite good examples.
The commercial of insurance company
http://www.youtube.com/watch?v=3aFosKYFlDg&feature=related
The commercial of travels insurance company
http://www.youtube.com/watch?v=5G7bGBUlx2M
Social advertisings also try to reflect people on this level: protect yourself, feel secure there is an example of social commercial about seatbelts
http://www.youtube.com/watch?v=e6Qhmdk4VNs&feature=related

The campaign of Obama is the third level in my opinion. The slogan: Yes, we can! Reflects on the need of belonging (together) we can do it together, we are like one power, so vote for me and you will belong to those who can!
http://www.youtube.com/watch?v=SsV2O4fCgjk

The fourth level is more about esteem needs. A loto f comercials try to attract their customers in this level, for example, promotion of social status.
Commercial of car:
http://www.youtube.com/watch?v=f8kiz2jNuLA&feature=related
http://www.youtube.com/watch?v=zqZZht9e-aQ&feature=related

What about fifth level? Well, as Malsow’s said, there are only very few people who have reach this level and actually I think that there aren’t much advertising which try to persuade their audience using the needs of fifth level. I suppose that such advertising reach very specific audience in specific fields, for example, science or medicine.
Finally, I would like to say that most advertising reflects on the level 1, 2 and 3!
Could you give me some example of the fifth level advertising?

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