1. MASLOW’S HIERARCHY OF NEEDS AND ADVERTISEMENT

5. ADT alarm systems
This television advertisement depicts four people from different backgrounds (family man, middle-aged woman living alone, career woman and a very comfortable looking well travelled young gentleman who wants to protect his gap year memories – he obviously hasn’t heard of backing up files). They all want something different from their alarm and ADT have covered lots of ground in terms of target audience, showing us how versatile and useful their product it. They are appealing to stage two of Maslow’s hierarchy – safety. By suggesting all the uses for their product they have incorporated the consumers need to feel and be safe and protect their property, family and business, hinting that their alarm is essential to our need for safety. However, in reality the product is not generally essential.

7. Cow & Gate
This print advert depicts a young, healthy child alongside the advertised product showing his defence moves (note the visual metaphor between the slogan and the child’s action – self defence).
The advert appeals to the need for safety, or more precisely, the health and wellbeing of family (in this case young children) on Maslow’s hierarchy of needs. It suggests that if you buy this product for your child as a supplement to their diet that their health and immune system will benefit more than if they were to relying on an alternative source i.e. cows milk. This particular advertisement was actually banned by the advertising watchdog for misleading consumers and lack of evidence to support the claims they made.

8. Dettol
This 30 second television advertisement depicts a family (parents and the children) going about their ‘germy’ business, picking up frogs and raw chicken and such. It then provides the audience with a few facts on how soap pumps harbour bacteria. It then goes on to suggest that this is bad for us (although it does not acknowledge the fact that said bacteria will be killed and washed away once said soap comes into contact with the hand which is already covered in bacteria).
The advert appeals to the second stage of Maslow’s hierarchy – safety and the need to protect ourselves and our families health. The advertisers have in a way created a problem which did not exist (if one is to wash their hands then those hands are likely to be covered in bacteria already and whats more the soap will kill the bacteria anyway), but they are suggesting to the consumer that by buying this product you can protect your families health and wellbeing by reducing (minimally) their exposure to bacteria.
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9. Match.com
This print advert is one the 5 in a series of advertisement from 2008 which ran alongside several television commercials with the same characters. The ads carry the same message and theme – find love on match.com within 6 months or your money back. But their main pull is why wait for love when you can join their site and find it yourself. This appeals to our need to belong and have friendship and intimacy. The advertisements suggest that you will find love using their site, and that the only other alternative is to wait, thus, if you purchase this product [membership] you will reach stage three of the hierarchy of needs – ‘belonging’.

10. Esteem Need: The ad I found that covers Maslow’s esteem need is for Pearl Izumi running shoes. The strategy of this ad is to exemplify that runners are a select few and are the lions of exercisers, preying on the weak joggers and that Pearl Izumi is a running shoe, not a jogger shoe. This gives the reader a sense of superiority if they are a runner. The Pearl Izumi brand fits in nicely with that sense of superiority of runners by stating that they too are runners. Buying the Pearl Izumi brand of running shoes will let the joggers know that you are the lion of the running path. This ad is an example of the need for Esteem because it portrays runners as a step, no pun intended, above of joggers. People can gain self-esteem through believing they are better than someone in one way or another.

11. Esteem – Dove is obviously trying to boost us “average” women’s self-esteem by placing real, everyday women in their ads without all the glitz and glam. I think Dove’s strategy is to make their products relatable to everyday women, because we are more likely to buy something we can personally connect with. When I look at this ad, I see “normal” women just like me but they have great hair. It makes me think, “If it works for them, why wouldn’t it work for me?”

12. This ad promotes Maslow’s self-actualization needs
This ad promotes Maslow’s self-actualization needs. The copy suggests that the woman is now able to do things that she wasn’t able to do before she got Microsoft 2010.