In the 1970's Abraham Maslow proposed a theory that suggested that human behaviour is focused on satisfying basic human needs. This theory can also be applied to advertising. The most successful advertisements may be the ones which appeal to a combination of the following needs.
- Need to survive
- Need to feel safe
- Need for friendship and love
- Need to nurture of care for something
- Need to achieve
- Need for attention
- Need for prominence
- Need to dominate
- Need to find meaning in life
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