In today's society when I think of advertising, I think of billboards, magazines, television commercials, and most importantly New York City. The thought of not having some kind of advertisement is by all means a huge loss in communication. We as consumers are always looking out for a new product that will enhance our life and the lives of our children to come. When we are faced with the opposing question on whether or not advertising is the driving force of capitalistic greed or consumer demand for innovated products enhancing ones life style, I would have to correspond with Consumer demand. After reading articles and theories through out the work course, I found Maslow theory to be the perfect example on why consumer demand is driving advertising to satisfy the escalating inner needs of the consumer society. .
The Maslow theory is based on five levels that integrate both psychological and cognitive components. It emphasizes that most people are innately motivated and driven towards goals, rather than being driven just by genetic and biological factors. ( W. Semple 36) The five stages start with self-actualization and the best example is when the U.S.A army logo was "Be all that you can be". This stage in many ways is the antithesis of anything that would be considered materialistic or achievable through the commercialization of a product. ( W. Semple 36) the second stage represents Esteem where many advertisers can allow consumers to feel good about there purchase this is most likely to work with automobile ads. The third stage is more personal and it represents Belonging and love. This is one of the more popular stages. It represents a product that many of us use on a daily basis such as deodorant, tooth paste and jewelry. This stage mostly represents how the product may enhance your image in the eyes of a significant other. (W. Semple 37) Safety and security represents the fourth stage the may represent product that might include financial security gained from investments and insurance, high quality tires as well as a tic tac which assures you of a pleasant breath at all times.
