IB Media and Visual Literacy Advertising Summary
Maslow’s Hierarchy of Needs
Abraham Maslow said people are motivated to achieve certain needs
Maslow’s Hierarchy of Needs:
1. Physiological (& biological)
2. Safety
3. Social
4. Self-esteem
5. Self-actualization
These are in order; a person must achieve the lower levels to achieve higher ones
Maslow says 1/100 actually reach self-actualization
Needs:
1. Biological & physiological:
air, food, water, shelter, warmth, sex, sleep
2. Safety:
protection from elements, security, order, law, limits, stability
3. Social:
belongingness, love, work group, family, affection, relationships
4. Self-esteem:
self-esteem, achievement, mastery, independence, status, dominance, prestige,
managerial responsibility
5. Self-actualization:
realizing personal potential, self-fulfillment, seeking personal growth and peak
experiences
Advertising techniques:
1. Bandwagon: By showing everyone is using the product, everyone
wants to use the product
2. Card Stacking: To only show benefits of products, hiding the
unsatisfactory parts
3. Testimonials: To show people talk about the product as a ‘neutral
third party’
a. Celebrities: Celebrities are often used to grab our attention
b. Plain Folks: Used to make audience relate more, often with daily
usage products
c. Experts: Tend to be trusted easily as they know things we don’t
Plain Folks can be experts too (e.g. mothers on baby
products)
4. Glittering generalities: Uses pathos, vague statements, positive anecdotes,
superlatives, comparatives, hyperboles, exaggeration,
etc. to hype the product
e.g. “inspiring you from within” or “to kick-start
your day”
5. Name calling propaganda: Uses derogatory phrases creates negative opinion on
a person/ other brand/ idea
e.g. about killing animals
6. Transfer propaganda: Emotional transfer links product/ service/ idea to
something liked/ desired by audience, a.k.a. Association
Maslow’s Hierarchy of Needs
Abraham Maslow said people are motivated to achieve certain needs
Maslow’s Hierarchy of Needs:
1. Physiological (& biological)
2. Safety
3. Social
4. Self-esteem
5. Self-actualization
These are in order; a person must achieve the lower levels to achieve higher ones
Maslow says 1/100 actually reach self-actualization
Needs:
1. Biological & physiological:
air, food, water, shelter, warmth, sex, sleep
2. Safety:
protection from elements, security, order, law, limits, stability
3. Social:
belongingness, love, work group, family, affection, relationships
4. Self-esteem:
self-esteem, achievement, mastery, independence, status, dominance, prestige,
managerial responsibility
5. Self-actualization:
realizing personal potential, self-fulfillment, seeking personal growth and peak
experiences
Advertising techniques:
1. Bandwagon: By showing everyone is using the product, everyone
wants to use the product
2. Card Stacking: To only show benefits of products, hiding the
unsatisfactory parts
3. Testimonials: To show people talk about the product as a ‘neutral
third party’
a. Celebrities: Celebrities are often used to grab our attention
b. Plain Folks: Used to make audience relate more, often with daily
usage products
c. Experts: Tend to be trusted easily as they know things we don’t
Plain Folks can be experts too (e.g. mothers on baby
products)
4. Glittering generalities: Uses pathos, vague statements, positive anecdotes,
superlatives, comparatives, hyperboles, exaggeration,
etc. to hype the product
e.g. “inspiring you from within” or “to kick-start
your day”
5. Name calling propaganda: Uses derogatory phrases creates negative opinion on
a person/ other brand/ idea
e.g. about killing animals
6. Transfer propaganda: Emotional transfer links product/ service/ idea to
something liked/ desired by audience, a.k.a. Association
