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1. Understanding Maslow’s Need Theory.
Select five (5) ads, one for each stage in Maslow’s Hierarchy of Needs. Identify which of the motivational needs the advertiser is appealing to when they created the advertisement. (Make sure to attach a copy of the ad you are analyzing.)
A. Physiological (Basic physical needs: food, water, shelter)
B. Safety/Security (How we protect what is important.)
C. Social (Perhaps the easiest category)
D. Esteem (Providing the opportunity to feel good about ourselves)
F. Self-Actualization (Making the world a better place)
Be sure to read this section of your text. It will help you in identifying the five stages. Make sure that you provide a two paragraph analysis (this will allow for adequate detail in your response) of why the ad you selected reflects the particular need identified in Maslow’s Hierarchy.
2. Find print ads that illustrate the following categories: family influence, social class and a specific subculture. Then describe the component of the ad that stressed that specific influence. Make sure to include the ad and remember I can see the ad, I don’t need you to describe it. I want to know what made it fall into that particular category. An easy way to answer these questions is to define the term and indicate why the ads fall into that category. Be sure to include at least one or two well written paragraphs to justify your response. Remember I am looking for “print” ads not You Tube links.
A. Physiological (Basic physical needs: food, water, shelter) Ad: Gatorade Thirst Quencher (https://www.gatorade.com/beverages/gatorade-thirst-quencher) This ad appeals to the physiological need by showing a person sweating and the Gatorade drink, indicating that it is necessary to quench one’s thirst after physical activity. The tagline “Win from within” also suggests that the drink is necessary for overall physical well-being and performance.
B. Safety/Security (How we protect what is important.) Ad: ADT Home Security (https://www.adt.com/) This ad appeals to the safety and security need by showing a family and their home with the ADT logo on the front door, indicating that the home security system will protect what is important to the family. The tagline “Help protect what matters most” also emphasizes the importance of safety and security for the family.
C. Social (Perhaps the easiest category) Ad: Coca-Cola (https://www.coca-cola.com/us/) This ad appeals to the social need by showing a group of diverse people enjoying Coca-Cola together, indicating that the drink brings people together and creates a sense of community. The tagline “Taste the feeling” also suggests that the drink is a shared experience among friends and loved ones.
D. Esteem (Providing the opportunity to feel good about ourselves) Ad: Nike (https://www.nike.com/) This ad appeals to the esteem need by showing a person running with the tagline “Just Do It,” indicating that the person feels good about themselves for taking action and being active. The Nike logo and slogan also suggest that the brand is associated with strength, confidence, and self-empowerment.
F. Self-Actualization (Making the world a better place) Ad: Tesla (https://www.tesla.com/) This ad appeals to the self-actualization need by showing a Tesla electric car and the tagline “Accelerating the world’s transition to sustainable energy,” indicating that the car is part of a larger mission to make the world a better place. The ad suggests that owning a Tesla is not just about personal satisfaction, but also about making a positive impact on the world.
Family Influence: Ad: Johnson & Johnson’s “Lullaby” (https://www.jnj.com/healthcare-products/baby-care) The ad shows a baby sleeping and the tagline “For all you love.” The imagery of a baby implies that the products are meant for families with young children and the tagline “For all you love” suggests that the products are for parents who want to take care of their family.
Social Class: Ad: Mercedes-Benz “The Best or Nothing” (https://www.mbusa.com/) The ad shows a luxurious car and the tagline “The best or nothing.” The imagery of the high-end car and the tagline suggest that the brand targets the higher social class who can afford to buy luxury cars.
Specific Subculture: Ad: Vans (https://www.vans.com/) The ad shows a group of young people skateboarding and the Vans logo. The imagery of skateboarding implies that the brand targets a specific subculture of young people who are interested in skateboarding and Skate culture.
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