Maslow's Hierarchy of Needs

Maslow's Hierarchy of Needs

Self-Actualization: Achieved goals, help others.

Esteem: Respect from other people.

Love and Belonging: Seeking out others, being sociable.

Safety: Shelter from dangers of the outside world.

Physiological: To eat, breathe, drink and sleep.

Maslow's Hierarchy Applied to Advertisement

Maslow's Hierarchy Applied to Advertisement

This advert applies to two of the needs in Maslow's hierarchy. These needs being love and belonging and esteem.

The word wanted at the top of the ad stands out and is aimed at the need of esteem. It makes those who accept the advertisement and join the marines feel as though they are special and important. Furthermore the ad says "a commitment to constantly push yourself" which suggests that those who join the marines are determined and that esteem will only get better once joining. The people in the ad are also shown looking forward which could be a metaphor for them looking onward's into the future suggesting those who join the marines have a long successful future, boosting the esteem of those who see the ad and may be considering becoming a marine.

The background of the ad shows another marine, this is to aim the ad at the human need of love and belonging. Having another marine in the background of the ad shows that those who join the marines will always have someone who has got their back and will never be alone. Further more the ad says "and those by your side" which further shows how the marines will be looking out for each other. This also suggests that the story one marine will have will be shared with others. This directly links to the human need of love and belonging.

Advertisement Case Studies (KitKat and Lego)

This add is simple in its presentation.

The tagline "Have a break. Have a KitKat" shows that the advertising method is that KitKats are relaxing and perfect to eat when relaxed.

The KitKat bars arranged in a pause symbol represents this further.

Furthermore, the use of a bright white background has connotations of peace and calmness adding more to the idea that KitKats are relaxing and calming. The high amounts of empty space also suggests relaxation.

The use of the logo in the tagline creates positive connotations of the logo so that when audiences see it they will have positive connotations of peace and content.

The use of bright lighting with a blue colour has connotations of imagination and the sky, which fits with the theme of the ad.

The shadow showing a real plane and the lego bricks being made in to a simple one represent the imagination of the product and the imagination of younger children.

The high amount of extra space shows how there is no limit to the use of the product and once again links to the theme of imagination suggesting that there is no limit to imagination.

The lighting is slighter darker around the outside of the ad but lighter closer to the main focus, this is to make the focus of the ad stand out. This lighting could also suggest a sense of happiness making an audience want to buy it more.