Maslow's Hierarchy Ads

SELF ACTUALIZATION

AIDA

• The creator of the ad has used the techniques of AIDA. The use of imagery of the Ted Rogers Business Management school grabs the attention of the viewer, and creates an appealing feeling that drives the viewer to the sole purpose of the ad, to obtain their MBA.
• Also the action component of AIDA is presented in the ad (attend our next mba session, schedule at www.ryerson.ca/mba)

• Self Actualization : realizing personal potential, self-fulfillment, seeking personal growth and peak experiences (https://www.simplypsychology.org)
• This level of the hierarchy focuses on what goes right, and human potential and achieving these potentials.

• Through the ad stating "make your career move with Ryerson MBA" it is directed towards business students and making their potential of being successful in the business world.
• The ad refers to personal fulfillment in business education as the text and visuals are directed to those who have achieved their BBA and are pushing the directed audience to put their knowledge to use by taking the next step and achieving their MBA.

LOVE AND BELONGING

SUPEREGO

• Superego is the ethical component of the mind, and is often used through making the audience of ads feel guilty, and allows them to self reflect on their lives.
• The superego psyche is triggered when viewing this ad because of the need of help shown simply through the females eyes, because it makes the audience feel guilty for living in a world, where helpless females go through such things.

AIDA

• The attention of the audience is grabbed through this ad simply by the expression of the females face, and the bruise on her eye. This automatically grabs the attention of the audience because when one looks at this ad they feel the need to help
• This ad also uses the concept of action because it presents a link where those who want to help can take action (www.kafa.org.lb)

• Love and belonging : friendship, intimacy, trust and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work). (www.simplypsychology.org)
• This level of hierarchy relates to the need of love every human needs.
• This ad relates to this level because it demonstrates the need of love that women who are verbally and/or physically abused are silently seeking for.
• This ad shows the lack of love that women who deal with abuse experience, and how important this component of Maslow's Hierarchy is.

SAFETY

SUPEREGO

• Superego is the ethical component of the mind, and is often used through making the audience of ads feel guilty, and allows them to self reflect on their lives.
• The ads tone of sadness gives off a self criticizing nature. The use of the tone, and superego shown through the message of this ad drives the audience to take action and also brings awareness to this tragic subject.

AIDA

• The ad also uses AIDA because it grabs the viewers attention through the foster child asking the audience to become foster parents through the sad depressing vibe given off through the child, and the music.
• It also uses the aspect of action, because towards the end of the convincing video ad it gives contact information (www.tameside.gov.uk/fostercare)

• Safety needs - protection from elements, security, order, law, stability, freedom from fear. (www.simplypsychology.org)
• This level of Maslow's Hierarchy focuses on the feeling of safety and happiness brought by safety to an individual.

• This ad relates to this level of hierarchy because as stated in the video it focuses on giving a child a right environment for a home. This involves removing the feeling of fear from a child, giving the child the sense of security, and allowing the child to grow in a stable environment.

By: Harene Anandarajah

Creative Advertising 2017