2. Maslow’s Hierarchy of Needs
Physiological needs - Food, drink, sleep, sex, relief
from pain
Safety needs - Security, freedom, protection from
danger, order
Love and belonging needs - Friends, companions,
family, being part of a group
Esteem needs - Respect, affirmation of others, self-
worth, admiration, self-confidence, self-acceptance
Self-actualisation needs - Develop or fulfil one’s
potential, do what one is best suited to, discover
“truth”, create “beauty”, produce order, promote
justice
3. Tools of Persuasion
Humour – Feel-good associations
Repetition - Memorability
Shock Tactics – Memorability and discussion
Sex – Titillation, feel-good associations and
aspiration
Stereotypes - Recognisability
Intertextual references – Association and
making us feel clever
Music - Memorability
Elite People – Aspiration, admiration and trust
4. Persuasive Devices
Reward
Punishment – Playing on our fears
Responding to our needs
Responding to our aspirations
Guarantees of quality from brand
reputation
