In class we studied in detail about how Maslow’s Hierarchy of Needs is used in advertising, following are a few examples of advertisements that conform to the different levels of Maslow’s hierarchy of needs.
This particular ad falls into the category of “Physiological Needs” of Maslow’s Hierarchy of Needs. Physiological needs are basic needs (food, water, medicine etc.) that are required by human beings for their basic survival. This ad is a perfect example as it shows that water is very important and it’s impossible to survive without it. The tag line itself says “Can’t LIVE without it” with special emphasis on LIVE. After all, water is a basic necessity for all living beings, people will always need it and thirst is something that people will always have.
This particular ad falls into the category of “Safety Needs” of Maslow’s Hierarchy of Needs. Safety needs are needs that ensure stability, comfort, physical safety etc. This ad for smoke detectors is a perfect example as it ensures its customers that by installing this product in their homes they will be safe from any threat of fire and can live comfortably without any fear. The tag line itself says “Life Saver” and is written inside Superman’s logo, which is a clear indication to consumers that this particular smoke detector will save you from fire and prevent any sort of physical harm just like Superman saves people and the world from evil. Consumers are ensured that they will be safe if they buy this product.
This particular ad falls into the category of “Belonging Needs” of Maslow’s Hierarchy of Needs. Belonging needs are social needs like Friendship, group acceptance, intimacy, affection and love. This particular ad is a perfect example as it tries to show how Dreft laundry detergent is the best choice for babies. The ad portrays a baby lying down next to a blanket, the tag line is written at the bottom left in a small font “Cleaning as gentle as a mother’s touch”, by portraying this what the advertiser are trying to convey to the consumers is that by using dreft detergent, you show how much you truly love your baby (sense of belonging). Just how a mother’s touch is soft and full of affection, the detergent is soft and the best for their babies. This ad has smartly conformed to the belonging needs category from Maslow’s hierarchy of needs to lure mother’s into buying their product.
This particular ad falls into the category of “Esteem Needs” of Maslow’s Hierarchy of Needs. Esteem needs are those needs that relate to our desire to be accomplished and useful like Self-respect, superiority, prestige, status, mastery, independence, dominance etc. This particular ad is a perfect example as it shows how Mercedes-Benz SLS AMG is not just an ordinary car, but is designed like a plane, in fact so much that it’s hard to differentiate between the two. Even the tag line says “You have to file a flight plan before leaving the driveway” which clearly emphasises that this isn’t merely a car, but a car that’s like an airplane, in terms of its design, speed and possibly every other thing. This ad perfectly expresses the esteem need because it is trying to tell it’s consumers that if they buy this car they’ll feel very prestigious. They’ll feel like they have a higher status on the road than others because their car is compared to a plane. Buying this car will make consumers feel superior, dominant and will take their self-esteem to the next level.
This particular ad falls into the category of “Self-Actualization” needs of Maslow’s Hierarchy of Needs. Self-actualization needs are Self-fulfilment needs, needs that make a person realize personal potential, seek personal growth and peak experiences. This ad is a perfect example as it shows that if you join the U.S. army, you will achieve a sense of accomplishment. The tagline says “Being proud is strong. Making others proud is army strong.” By this the advertisers make it clear that by joining the army you will not just be any ordinary strong person but you will make others around you proud and reach a different level of being strong. You will become a better, stronger and more powerful person. The text written right below the tag line also emphasizes on the fact that by joining the U.S army one can attain self-actualization, can become all that any human being would want to be. This ad fits the self-actualization need perfectly because it offers the viewers a chance to better themselves and become a complete individual. It gives them an opportunity to stand out and become an example for other individuals who are striving to attain self-fulfillment.
V.A.L.S (Values, Attitude and Lifestyle)
V.A.L.S is a Marketing and consulting tool that segments consumers based on personality traits.
- It Sees personality as the motivation for behaviour.
- Purchasing is the observable behaviour driven by internal factors.
- Psychological dynamics which drive purchases.
Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression.
- INNOVATORS (FORMELY ACTUALIZERS)
The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life.
An innovator is likely to buy a BMW, luxury watches etc.
- THINKERS (FORMERLY FULFILLED)
A well-educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level.
A thinker is likely to buy Branded shoes, Renowned books etc.
These consumers are the low-resource group of those who are motivated by ideals. They are conservative and predictable consumers who favour local products and established brands. Their lives are centred on family, community, and the nation. They have modest incomes.
The achievers are mainly motivated by – guess what – Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster.
Achievers are likely to buy iPad, Low calorie domestic beer, Honda etc.
Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever.
A striver is likely to buy Playboy, Chevrolet, Coke classic
The group of consumers who have high resources but also need a mode of self-expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services.
An experiencer is likely to buy Designer Jeans, Electric Guitar, Branded and stylish sportswear etc.
WORKiNG CLASS FAMILY MAN
These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products.
Maker Buys Comfortable Chair , Cushion, Air Coolers, Basic Shirts ( Non luxury), Filmfare Magazine, Budweiser Beer, NASCAR
OLD AGE PENSION EARNERS
The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can include old age pension earners living alone for whom the basic necessities are important and they are least likely to concentrate on anything else.