Pyramid of needs

Self-actualization: This ad for todaysmilitary.com emphasizes the need to be self-actualized because it focuses on morality, problem solving, and the acceptance of facts. The subject is a young man who is making a big life decision.  The need to self-actualize often involves looking toward the future. The strategy here is to sell the idea of becoming a soldier as less frightening, and accepting this type of situation.

Esteem: This ad for the Crest whitening system plays to the esteem need because the product itself is used to raise self-esteem and gain confidence.  The strategy here is to sell attention from others.

Love & belonging/ safety: This ad for American Family Insurance plays both to the love and belonging and safety because insurance is a way to achieve safety. Having insurance is a way to secure you assets as well as family. The photo shows a family in a positive light, implying a sense of belonging.  The strategy here is to sell a good future, and a longer life with the help of insurance.

Physiological: This ad for Lays plays into the physiological need because lays is a product we eat. The text used also plays into this need because of the use of biological information. The strategy here is to communicate that Lays chips are natural and you can feel good eating them.

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