Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an American psychologist, developed the hierarchy of needs shown in Figure 3.4. 1. Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses. 2. Analyze the advertisement using the concepts of marketing and consumer segmentation, and discuss how it aligns to the organization’s mission. 3. Find an international version of an advertisement for one of the products. 4. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change?

QUESTION

Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an
American psychologist, developed the hierarchy of needs shown in Figure 3.4.
1. Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses.

2. Analyze the advertisement using the concepts of marketing and consumer segmentation, and discuss how it aligns to the organization’s mission.

3. Find an international version of an advertisement for one of the products.

4. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change?

ANSWER

Exploring Maslow’s Hierarchy of Needs in Advertisements: An Analysis of Marketing Strategies and International Adaptations

Introduction

Motivation plays a vital role in driving consumer behavior, and understanding these motivations is crucial for effective marketing. Abraham Maslow’s hierarchy of needs provides a valuable framework for comprehending human needs. In this essay, we will examine two advertisements, analyze them through the lens of marketing and consumer segmentation, and explore how they align with the organization’s mission. Additionally, we will investigate an international version of one advertisement and discuss the differences observed in the approach to marketing and psychology.

Needs Addressed by Advertisements

a) Advertisement 1

Description: The first advertisement showcases a luxurious spa resort, highlighting serene landscapes and rejuvenating activities.

Maslow’s Hierarchy of Needs: The ad primarily addresses the higher-level needs in Maslow’s hierarchy, such as self-esteem and self-actualization (Komninos, 2023). By presenting an exclusive retreat, it taps into the desire for personal growth, self-expression, and the need for recognition.

b) Advertisement 2

Description: The second advertisement promotes a popular energy drink, featuring energetic individuals engaging in adventurous activities.

Maslow’s Hierarchy of Needs: This advertisement targets lower-level physiological and safety needs (Mcleod, 2023). By emphasizing energy enhancement and the ability to engage in exciting experiences, it appeals to the need for sustenance, safety, and a sense of belonging.

Analysis of Advertisements and Alignment with Organization’s Mission

Both advertisements utilize marketing and consumer segmentation strategies to connect with their target audience and fulfill their needs.

Advertisement 1

The luxurious spa resort aligns with the organization’s mission of providing an escape from daily life and enabling personal transformation. By catering to individuals seeking self-improvement and a sense of fulfillment, the advertisement effectively communicates the resort’s dedication to enhancing customers’ well-being.

Advertisement 2

The energy drink advertisement aligns with the organization’s mission of offering an energizing experience to consumers. Through the portrayal of exciting activities and the promise of increased vitality, the ad appeals to the target market’s desire for adventure and enhanced physical performance.

Consumer segmentation is evident in both ads, as they target specific demographics based on their needs and aspirations. The spa resort focuses on affluent individuals seeking relaxation and personal growth, while the energy drink targets active individuals who desire a boost of energy to fuel their adventures.

International Version of an Advertisement

For the purpose of this essay, let’s consider an international version of Advertisement 1, the luxurious spa resort.

Differences in the International Version and Utilization of Marketing and Psychology

In the international version of the spa resort advertisement, certain aspects of marketing and psychology may be adapted to suit the target culture. These adaptations consider cultural values, preferences, and localized aspirations.

Differences observed in the international version may include

a) Visual Elements: The landscapes, activities, and people featured in the advertisement may be adjusted to resonate more with the target culture. For example, a resort advertisement targeting an Asian audience might showcase traditional practices like yoga or meditation.

b) Language and Messaging: The copy and taglines may be translated or adapted to the local language to ensure comprehension and resonance with the target audience. Additionally, the messaging may be tailored to align with cultural values and aspirations.

c) Symbolism and Imagery: The use of symbols and imagery may differ in the international version to better connect with cultural norms and beliefs. Certain symbols that are meaningful in one culture might not have the same impact in another, necessitating a shift in visuals and symbolism.

The underlying aspects of marketing and psychology in the international version of the advertisement aim to establish a stronger emotional connection with the target audience (Otamendi & Martín, 2020). By considering cultural nuances and preferences, the advertisement strives to evoke the desired emotional response and effectively communicate the benefits and appeal of the spa resort.

Conclusion

Maslow’s hierarchy of needs provides a valuable framework for understanding consumer motivations, which advertisers can leverage to create effective campaigns. By analyzing two advertisements through the lens of marketing and consumer segmentation, we have explored how they address specific needs and align with the organization’s mission. Additionally, we examined the differences observed in an international version of an advertisement, highlighting the adaptability of marketing and psychology to resonate with diverse cultural contexts. These practices ensure that advertisements effectively connect with the target audience, fulfill their needs, and drive consumer behavior.

References

Komninos, A. (2023, July 11). Self-Actualization: Maslow’s Hierarchy of Needs. The Interaction Design Foundation. https://www.interaction-design.org/literature/article/self-actualization-maslow-s-hierarchy-of-needs 

Mcleod, S., PhD. (2023). Maslow’s Hierarchy of Needs. Simply Psychology. https://www.simplypsychology.org/maslow.html 

Otamendi, F. J., & Martín, D. M. (2020). The Emotional Effectiveness of Advertisement. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.02088