This document outlines a group task where students will analyze 15 advertisements they found based on Abraham Maslow's hierarchy of needs. It describes Maslow's theory that human behavior is focused on satisfying basic needs. The document then lists the different needs in Maslow's hierarchy - need to survive, feel safe, have affiliation, nurture, achieve attention, have prominence, dominate, and find meaning. It instructs students to discuss in groups of 3 which needs each of their 15 advertisements appeal to and group them accordingly. They will then provide feedback as a group if there is time.

1. 10 minutes- Feedback on Adverts found for homework
15 minutes- To finish off last weeks task on Advertising
Techniques.
15 minutes- Taking notes on Maslow and Our needs
20 minutes- group task (in 3’s)

2. Some research in the 1970’s by Abraham Maslow is one way
of exploring how advertising works. Maslow suggested that
human behaviour is focused on satisfying basic human
needs. The most successful advertisements may be the ones
that appeal to a combination of the following needs.

3. Maslows Needs
 Need to survive: used by advertisements for food, drink,
housing
 Need to feel safe: advertisements for insurance, loans and
banks promise security and freedom from threats
 Need for affiliation or friendship: adverts that focus on
lifestyle choices like diet and fashion use peoples desire to be
popular. They may also threaten them with the failure to be liked
or fit in.
 Need to nurture or care for something: advertising which
shows cute animals and small children brings this out in the
viewer
 Need to achieve: advertising that’s linked with winning, often
promoted by sports personalities, taps into the need to succeed
at different tasks

4. Maslows Needs
 Need for attention: Adverts for beauty products
often play on the need to be noticed and admired
 Need from prominence: Adverts for expensive
furniture and jewellery may use peoples needs to be
respected and to have high social status
 Need to dominate: Adverts for products like fast cars
offer the possibility of being in control through the
product
 Need to find meaning in life: Adverts for travel or
music may appeal to peoples needs for fulfilment

5. Task
In your groups of 3 using the 15 adverts you have found
for your homework and some sticky post-its
Discuss what ‘need’ your adverts could be labelled under.
Group these and discuss similarities or differences
If time we will feedback as a group