Advertising and psychology

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  • Freud felt that this part of the mind was not directly accessible to awareness. In part, he saw it as a dump box for urges, feelings and ideas  that are tied to anxiety, conflict and pain. These feelings and thoughts have not disappeared and according to Freud, they are there, exerting influence on our actions and our conscious awareness.  This is where most of the work of the Id, Ego, and Superego take place.

    In Psychoanalytical theory, the part of the personality which contains our primitive impulses such as sex, anger, and hunger.
  • THE ID functions in the irrational and emotional part of the mind. At birth a baby’s mind is all Id - want want want.  The Id is the primitive mind. It contains all the basic needs and feelings. It is the source for libido (psychic energy). And it has only one rule --> the pleasure principle: want it and I want it all now.  In transactional analysis, Id equates to "Child". Id too strong = bound up in self-gratification and uncaring to others
  • Advertising and psychology

    1. 1. PSYCHOLOGY AND ADVERTISING
    2. 2. Freud’s Iceberg Theory Sigmund Freud
    3. 3. Conscious Level  Makes up everything we are AWARE of…  Make up 10% of what is visible… Makes up about 10% of what we know
    4. 4. Preconscious Level  Only accessed when prompted.  Buried under surface unless searched.  Examples:  Phone numbers  Childhood Memories Makes up about 10% of what we know -Superego -Ego
    5. 5. Preconscious Level – (Superego)  Often referred to as the “moral part of the mind.”  It stores and enforces rules.  Strives for perfection, even though this ideal may be quite far from reality. -Superego
    6. 6. Preconscious Level – (Ego)  Grows out of the awareness that you can’t always get what you want.  Realizes the need for compromise and negotiates between the Id and the Superego. -Ego
    7. 7. Unconscious Level  Not directly accessible to awareness.  Tied to anxiety, conflict and pain. Makes up about 80% of what we know -Id
    8. 8. Unconscious Level – (Id)  The irrational and emotional part of mind  Doesn’t care about reality…  the pleasure principle:  “I want it and I want it all now!” -Id
    9. 9. Unconscious Level
    10. 10. Unconscious Level
    11. 11. Unconscious Level
    12. 12. Maslow’s Hierarchy of Needs
    13. 13. Maslow’s Hierarchy of Needs Abraham Maslow
    14. 14. Maslow’s Hierarchy of Needs Physiological
    15. 15. Maslow’s Hierarchy of Needs Safety
    16. 16. Maslow’s Hierarchy of Needs Love and Belonging
    17. 17. Maslow’s Hierarchy of Needs Esteem
    18. 18. Maslow’s Hierarchy of Needs Self-Actualization

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