1. Maslow’s Hierarchy Of Needs

2. Maslow’s Theory
“We each have a hierarchy of needs that ranges from "lower" to "higher." As lower needs are fulfilled there is a tendency for other, higher needs to emerge.” Daniels, 2004

3. Maslow’s Theory
Maslow’s theory maintains that a person does not feel a higher need until the needs of the current level have been satisfied. Maslow's basic needs are as follows:

4. Personal Motivation
Consumers will not need or want consumer goods or services that fulfill higher levels on the hierarchy without satisfying lower ones.
Example: If living in a war torn country, one has no desire for a social networking site

5. Self-Actualization
Esteem
Belonging
Physiological
Safety

6. Basic Human Needs
Food
Air
Water
Clothing
Sex
Physiological Needs

7. Safety Needs Protection Stability Pain Avoidance Routine/Order
Safety and Security
Protection
Stability
Pain Avoidance
Routine/Order
Safety Needs

8. Love and Belonging
Affection
Acceptance
Inclusion
Social Needs

9. Esteem
Esteem Needs
Self-Respect
Self-Esteem
Respected by Others

10. Self-Actualization
Achieve full potential
Fulfillment

11. Marketing and Advertising
Advertisers have learned to use these needs to help communicate their message.

12. Which Need is Being Advertised?
Safety
Safety

13. Self-actualization
Self-actualization

14. Safety
Safety

15. Belonging
Belonging

16. Safety
Safety

17. Self-Actualization
Self-Actualization

18. Psychological
Psychological

19. Self esteem
Self esteem

20. What a Girl Wants
Generation M: Misogyny in Media & Culture - Trailer - Available on DVD: Watch video (5:28mins):
Sext Up KIDS [Trailer(3:12mins)
What a Girl Wants (5:51mins):
After watching the video answer the question on handout:

21. What a Girl Wants Video Questions
Consider the debate that the high school class has about Christina Aguilera’s lyrics. What conclusions do they come up with about “what a girl wants”? Why does it seem like women are constantly struggling between demanding respect and looking “sexy”?
What need (Maslow’s Hierarchy of Needs) do you think the song is addressing? Why?
Why is it so frightening to see young girls talking about dieting and what they think is the “perfect” body?
Do you think it’s true that guys only care about a girl’s “looks”?
Do you think the media contributes to teenagers having sex before they’re ready?