Maslow assignment
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This document discusses Abraham Maslow's hierarchy of needs and how various advertisements appeal to different levels of the hierarchy. It analyzes an advertisement for the "Got Milk?" campaign featuring Rebecca Romijn that promotes milk by associating it with celebrities and nutrition. The ad satisfies physiological needs by promoting milk, safety needs by showing Romijn keeping her babies safe, love and belonging needs by depicting her showing her children love, and esteem needs through the use of a celebrity to make the product seem prestigious.
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The psychologist Abraham Maslow developed a theory that suggests humans are motivated to satisfy five basic needs arranged in a hierarchy. Maslow suggests we seek first to satisfy the lowest level needs, and once satisfied, we seek to satisfy each higher level need until all five needs are satisfied.
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Chapter Objectives
To define and describe the •
importance of business ethics
To understand the diverse •
and complex nature of existing
and emerging ethical issues
To discuss the individual •
factors that influence ethical
or unethical decisions
To explore the effect of •
organizational relationships
on ethical decision making
To evaluate the role of •
opportunity in ethical or
unethical decisions
Chapter Outline
The Nature of Business Ethics
Foundations of Business Ethics
Ethical Issues in Business
Understanding the Ethical
Decision-Making Process
Business Ethics and Ethical
Decision Making
C H A P T E R 5
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9781133891710, Business and Society: A Strategic Approach to Social Responsibility and Ethics, Debbie M. Thorne - © Cengage Learning.
All rights reserved. No distribution allowed without express authorization
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Cereal Companies Revamp in Response
to Sugary Cereal Criticisms
O P E N I N G C A S E
Cereal has long been thought of as a healthy
breakfast. Yet in terms of sugar, parents might
as well feed their children a cookie to start
their day. Some sugary cereals are as much as
50 percent sugar. Honey Smacks, for example,
contains 15 grams of sugar per serving, which is
3 grams more than is found in a glazed donut. In
spite of their poor nutritional profiles, it is often the
sweetest cereals that are targeted toward children.
Many parents are upset that they have unwittingly
fed their children food that is so blatantly unhealthy,
which has led to lawsuits against cereal industries.
In order to deal with the backlash and to gain a
competitive advantage, companies like Kellogg’s
have worked to reposition themselves as healthy
breakfast choices.
Cereal companies began specifically marke-
ting to children in the 1950s, the same decade in
which sugar became a common additive to cereal.
As one might imagine ...
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Maslow assignment
- 1. Assignment Two Mohamed Osman Professor Amr Kheir Eldin
- 2. Maslow’s Hierarchy of Needs
- 3. Physiological need: McDonald’s is rescuing people from their hunger.
- 4. Maslow’s Physiological need for hunger.
- 6. safety needs. The ad for 3M glass is secure and unbreakable.
- 7. Love and Belonging Need.
- 8. Love and Belonging Need.
- 9. the esteem need: people will feel very prestigious. They will also feel as if they have a very high status because their car is compared to a plane.
- 10. satisfies self-actualization and esteem needs, if you own an omega watch you are in a class of your own, and you can take on a new lifestyle.
- 11. self-actualization, by joining the marines, it will better others and yourself.
- 12. This ad to the “Got Milk?” campaign features Rebecca Romijn. It supports 4 of Maslow’s 5 needs. The strategy is to sell milk by associating it with celebrities and nutrition. 1. Physiological: This is an ad for Milk which covers your physiological need. 2.Safety: Rebecca is holding her 2 babies and keeping them safe from physical harm. 3. Love and Belongingness: She is holding her children and showing them love. 4. Esteem: This campaign uses celebrities to help promote milk. In this case they are using Rebecca Romijn. Consumers might feel like the product is prestigious if it is used by a celebrity.
- 13. THANKS