Maslow’s Hierarchy of Needs Seen in Advertisements
William Andrew Mullens
Marketing 300
Case Study Week 2
Maslow’s Needs Shown in Advertisements
Abraham Maslow’s Hierarchy of Needs is a important aspect to understanding a company to implement the proper marketing methods. Seeing the consumers needs will allow the organization to appeal to that need. Maslow’s Hierarchy of Needs starts with the most basic physiological needs, followed by safety, social, self esteem, and topped with self-actualization needs in ascending order (Tanner, 2011). The physiological and safety needs tend to be more tangible or sustainable. While the center levels may have more of an emotional or rational payoff. Then the peak or self actualization is more transformational or even spiritual mindset (Conley, 2007).
Looking at each advertisement you can tell the marketer is appealing to society’s needs as humans. This is because society is stimulated for disappointment if their expectations or needs are not met (Conley, 2007). Looking at the Pepsi commercial, they are addressing the social needs of humans (Blink967, 2007). The young boy enters the monastery looking for acceptance, he goes through years of training eventually mastering monasticism. Then the entire monastery pulls out Pepsi’s and drinks the whole can. Once the young boy sees the foreheads of all other monks, he smashes the can with his forehead becoming a true member of the monastery. Pepsi petitions the humanistic needs in everyone to be feel accepted, loved, and befriended by others with this commercial (Tanner, 2011).
Volkswagen implores a need for safety. In their commercial they go even further in protecting one’s offspring in a humorous way. It features a young family who is taking their newborn baby from the hospital to his home for the first time. As he is put comfortably in a Volkswagen, his dad almost crashes the car. A short glimpse of life flashes before the baby’s eyes which is the funny part. Volkswagen marketers are appealing to a parents need
Marketing 300
Case Study Week 2
Maslow’s Needs Shown in Advertisements
Abraham Maslow’s Hierarchy of Needs is a important aspect to understanding a company to implement the proper marketing methods. Seeing the consumers needs will allow the organization to appeal to that need. Maslow’s Hierarchy of Needs starts with the most basic physiological needs, followed by safety, social, self esteem, and topped with self-actualization needs in ascending order (Tanner, 2011). The physiological and safety needs tend to be more tangible or sustainable. While the center levels may have more of an emotional or rational payoff. Then the peak or self actualization is more transformational or even spiritual mindset (Conley, 2007).
Looking at each advertisement you can tell the marketer is appealing to society’s needs as humans. This is because society is stimulated for disappointment if their expectations or needs are not met (Conley, 2007). Looking at the Pepsi commercial, they are addressing the social needs of humans (Blink967, 2007). The young boy enters the monastery looking for acceptance, he goes through years of training eventually mastering monasticism. Then the entire monastery pulls out Pepsi’s and drinks the whole can. Once the young boy sees the foreheads of all other monks, he smashes the can with his forehead becoming a true member of the monastery. Pepsi petitions the humanistic needs in everyone to be feel accepted, loved, and befriended by others with this commercial (Tanner, 2011).
Volkswagen implores a need for safety. In their commercial they go even further in protecting one’s offspring in a humorous way. It features a young family who is taking their newborn baby from the hospital to his home for the first time. As he is put comfortably in a Volkswagen, his dad almost crashes the car. A short glimpse of life flashes before the baby’s eyes which is the funny part. Volkswagen marketers are appealing to a parents need
References: Tanner, J. F., & Raymond, M. A. (2011). Principles of Marketing. Irvington, N.Y: Flat World Knowledge. Conley, Chip. ( © 2007). Peak: how great companies get their mojo from maslow. [Books24x7 version] Available from http:// common.books24x7.com.ezproxy1.apus.edu/toc.aspx?bookid=22789. Blink967. (2007, Nov 09). Pepsi Commercial (Video File). Retrieved from http://www.youtube.com/watch?v=40DykbPa4Lc Volkswagon. (2013, Feb 19). Volkswagon Safety Commercial (Video File). Retrieved from http://www.youtube.com/watch?v=qGP7539ILPU Funnyvideos888. (2009, Feb 24). McDonald’s Commercial Aired in Arabic Countries (Video File). Retrieved from http://www.youtube.com/watch?v=G_-Z_k6H90A TheAdClub. (2009, May 21). McDonald’s Commercial Aired in the United States (Video File). Retrieved from http://www.youtube.com/watch?v=yQQ1M4Vjdiw