Maslow's Hierarchy of Needs and Print Adverts

Asics Print Advert from the 2010s

This advert demonstrates the a variety of needs from Maslow's hierarchy of needs. It is from the 2010s and is advertising Asics sportswear. This advert fits the safety need as the slogan is ‘sound mind sound body’, which clearly demonstrates the security of body and health consumers wish for. It suggests that by purchasing products from Asics not only will consumers’ bodies benefit, their mental health will too, which is obviously going to be appealing. This is also emphasised by the main image of the advert – the woman is running through a wall of water dressed in a sports bra and shorts, leaving behind things such as ‘sadness’ and ‘insecurity’. Not only does this showcase how secure she is (mentally, given the feelings she is leaving, and physically, due to how much skin is on show), it reflects the esteem need of Maslow’s hierarchy of needs. The advert fits this as the woman has the confidence to be shown in this way, and it is implied that this has come from the sportswear being advertised. In turn, she should gain respect and be valued by others. Finally, the self-actualization need of Maslow’s hierarchy of needs is also fulfilled due to the way the woman is represented. On her own, against a simple background and looking attractive makes her appear like the stereotypical strong, independent woman – she is reaching her full potential. In addition, the representation of a woman in a sporting sense is significant because it is often said that woman are underrepresented when it comes to sport, so by this image being included in the advert it fits a number of needs from Maslow’s hierarchy of needs.

Adidas Print Advert from the 1970s

This advert also demonstrates the esteem need of Maslow's hierarchy of needs. It is advertising Adidas trainers from the 1970s. This advert fits the esteem need because it states that the brand is for ‘only the best’, thus making anyone that purchases a product from Adidas ‘the best’. Consumers will receive respect from their peers by buying the trainers shown on the advert. The inclusion of the list of ‘leading players’ that like the trainers gives consumers something they can compare themselves to and will strive to be like. Joining tennis players such as Rod Laver and Billie Jean King provides consumers with a sense of achievement and acceptance, which should in turn boost their self-esteem, and all of this comes from buying the trainers being advertised. The trainers are represented as a product which will give consumers power and style on the tennis court and as though they are the only thing needed for this as they are the focus of the advert – they are positioned in the centre, on a plain background, with illustrations of the aforementioned tennis players looking towards them. All of the tennis players are shown to be happy, illustrating the fact that confidence can come from buying the product, fulfilling the esteem need of Maslow’s hierarchy of needs.