the Hierarchy of Needs

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Abraham Maslow was born in 1908, after 3 or 4 terms at college he settled down with a girl and they had 2 children and then they both moved to Wisconsin so that he could attend the University of Wisconsin. Here, he became interested in psychology. He spent a lot of time working with Harry Harlow.

     Abraham Maslow developed the Hierarchy of Needs model in 1940-50's and it is all about what motivates human beings. Maslow said that human beings were motivated by their unfulfilled needs.

     Starting at the bottom of the pyramid and working our way up we start with ‘Physiological Needs’ this consist of needs for oxygen, food and water. These are the strongest needs because if a person were deprived of all needs, the physiological ones would come first in the person's search for satisfaction.

    Next up in the pyramid is ‘Safety Needs’ when all physiological needs are satisfied and are no longer controlling thoughts and behaviours, the needs for security can become active. Adults have little awareness of their security needs except in times of emergency. Children often show the sign of insecurity and the need to be safe.

     And next is ‘social’ this is the need to have friends, relationships, love and also to be in a community and be accepted by others. This involves both giving and receiving love and affection.

     Second to last be ‘self-esteem’ this is the need of a person feeling confident and to feel self respect. Humans should have a stable, firmly based, high level of self-respect. When these needs are satisfied the person feels self-confident and valuable as someone in the world.

    When all of the other needs are satisfied then and only then are the needs for ‘self-actualisation’ activated the need of a person to develop their potential to fulfil their needs. Maslow describes self-actualisation as a person's need to be, and do that which the person was "born to do". A famous quote that came from Abraham, ‘A musician must make music, an artist must paint, and a poet must write poems’

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   Basic needs are physical needs such as water, food and safety. Higher needs are more mental, like being confident, having self respect and having a relationship and friends.

   This theory can be useful during advertising because if the advert meets the needs of a human being they will want it and be more interested than if it didn’t have anything to do with them.

      The product I am analysing is underwear, my old advert is triumph underwear and it was made in 1969 and my new ad is ...

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