MASLOW'S HIERARCHY
What are physiological needs?
The most basic level of Maslow's hierarchy involving food, water, and shelter.
What is the conscious mind?
The part of the mind that contains thoughts and feelings we are aware of right now.
What is denial?
Refusing to accept reality.
What is symbolism?
Objects representing deeper desires, like a sports car representing power and status.
What are safety needs?
Insurance companies and banks often appeal to this level of Maslow's hierarchy.
What is the preconscious?
Memories that are not currently in awareness but can be easily recalled belong here.
What is displacement?
Taking your frustration out on a safer target instead of the real source.
What is emotional and subliminal appeal?
Ads using music, attractive people, and positive emotions to bypass logical thinking.
What is love and belonging?
This level focuses on friendships, family, and social connections.
What is the Id?
This personality component follows the "Pleasure Principle."
What is projection?
Attributing your own feelings or thoughts to someone else.
What is identity construction?
Ads that sell who you want to become, like Nike = athlete or Apple = creative/innovative person.
What are esteem needs?
This level includes confidence, status, recognition, and respect from others.
What is the Ego?
This personality component acts as the rational mediator between the Id and Superego.
What is rationalization?
Creating logical-sounding excuses for questionable behavior.
What is selling fantasy?
Ads that sell dreams rather than products, like luxury brands selling dreams or power.
What is self-actualization?
The highest level of Maslow's hierarchy, focused on reaching one's full potential.
What is Eros?
Freud's term for the life instinct involving survival, pleasure, and reproduction.
What is regression?
Returning to childlike behaviors when stressed.
What is applying Freud’s theories to advertising?
This is the idea that Freud’s theories can be used in ads by appealing to hidden desires and emotions.