Advertisement s Maslow POP CULTURE GHUM 1180 5192021

Advertisement s & Maslow POP CULTURE GHUM 1180 5/19/2021 Advertisements & Maslow 1

GOODYEA R 5/19/2021 Advertisements & Maslow 2

Goodyear n n 5/19/2021 Esteem Because the president is a very special person with whom the advertiser wants you to identify. You are a special person, above the others. If this product is good enough for a president, it’s good enough for you. Advertisements & Maslow 3

GUCCI 5/19/2021 Advertisements & Maslow 4

Gucci n n Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This offensive ad is advertising a luxury product. Thus, it is an esteem appeal: gentlemen, you are above the rest (and above women, it seems). Why offensive? It suggests to gentlemen that if they wear this product, this is what women will do. Note: the man’s genitalia are clearly visible through his pants. This is intentional on the part of the advertiser. 5/19/2021 Advertisements & Maslow 5

FRE D, Paris 5/19/2021 Advertisements & Maslow 6

Fred n n Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is automatically an esteem appeal. It suggests to gentlemen that if they buy this product for their partner, this is what women will do. Note: the obvious appeal to oral needs, oral sexuality. 5/19/2021 Advertisements & Maslow 7

BACAR DI 5/19/2021 Advertisements & Maslow 8

Bacardi n n n Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. Note: the phallic object, the bottle, inserted into the large O shape, while the woman caresses the top of the glass. This kind of covert sexual iconography is common in advertising. 5/19/2021 Advertisements & Maslow 9

HENNES SY 5/19/2021 Advertisements & Maslow 10

Hennessy n n n Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. Note: the dichotomizing of woman in this ad. The text says, “Vegetarian. Man-eater. Mix accordingly. This kind of splitting of women into two ideals is common in advertising. There are few ‘types’ available to women in advertisements, You will find that there are many more roles are available to men in all forms of popular culture. 5/19/2021 Advertisements & Maslow 11

Calvin Klein: Truth 5/19/2021 Advertisements & Maslow 12

Calvin Klein n 5/19/2021 Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. Note: Women often appear in the nude in magazines like Vogue and Vanity Fair. Ask yourself how often have you seen a man’s buttocks in print advertisement. Almost never. Advertisements & Maslow 13

SON Y 5/19/2021 Advertisements & Maslow 14

Sony n n n 5/19/2021 This advertising a luxury product. Thus, it is an esteem appeal. The message is that this Sony product’s resolution is so high, you will feel like you’re right there, in the wild. Many perceivers complained about the blatantly racist content of this print ad. How often do we see people from the South Pacific portrayed at all in media? If the few instances we do see depict this racial group as savages, this is an invitation to critique. Advertisements & Maslow 15

Childre n, Inc. 5/19/2021 Advertisements & Maslow 16

Children, Inc. n n n This is a rare appeal to self-actualization. People who have excess income, money to spare, are the target audience for a selfactualization appeal. This is also what is called in advertising the “appeal to guilt, ” making the viewer feel badly about his relatively luxurious life in comparison to that of the poor girl in the ad. 5/19/2021 Advertisements & Maslow 17

VERSA CE 5/19/2021 Advertisements & Maslow 18

Versace n n n 5/19/2021 Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. This is an example of shock advertising, advertising whose content is puzzling and visually confusing. The viewer is inclined to look at such images for a longer period of time, in order to understand precisely what is going on in the ad. Advertisements & Maslow 19

WENDY ’s 5/19/2021 Advertisements & Maslow 20

Wendy’s n n Though there is a fundamental physiological appeal (because it is about food) to this advertisement, the appeal goes higher. This advertising a safe product, one that you would find at an oasis. Thus, it is a safety appeal. 5/19/2021 Advertisements & Maslow 21

PAUL MOREL LI 5/19/2021 Advertisements & Maslow 22

Paul Morelli n n 5/19/2021 Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. This is an example of shock advertising, advertising whose content is puzzling and visually confusing. Note: this is also an example of what feminist philosophers call the fragmentation of women. The head of the woman is missing. The covert implication is that her head is not necessary. Advertisements & Maslow 23

SYMANT EC 5/19/2021 Advertisements & Maslow 24

Symantec n n n 5/19/2021 This is a rare example of an ad whose appeal is precisely what it appears to be. Symantec sells Norton Security software for your computer. The appeal is to safety. Advertisements & Maslow 25

STETS ON 5/19/2021 Advertisements & Maslow 26

Stetson n 5/19/2021 Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. Note that although this is an ad for men’s cologne, the appeal is to women. The advertiser is aware that it is often women who purchase high-end colognes for their male partners. Advertisements & Maslow 27

MIKIMO TO 5/19/2021 Advertisements & Maslow 28

Mikimoto n n n 5/19/2021 This is an obvious esteem appeal, as it is promoting a luxury product. This particular pitch is called, in advertising terms, the appeal to authority. The picture shows glamorous 50 s actress Grace Kelly wearing a string of pearls similar to the product being sold. The implication is that by wearing these pearls, you too can be like Grace Kelly. Advertisements & Maslow 29

STRID E RITE 5/19/2021 Advertisements & Maslow 30

Stride Rite n n 5/19/2021 This is an appeal to safety or security needs. It is also a blatant appeal to guilt. If you don’t buy this safe pair of shoes for your child, what kind of parent are you? Advertisements & Maslow 31

Yves Saint Laurent: Opium 5/19/2021 Advertisements & Maslow 32

YSL: Opium n n 5/19/2021 Though there is a fundamental sexual appeal (physiological) to this advertisement, the appeal goes much higher. This advertising a luxury product. Thus, it is an esteem appeal. It suggests to gentlemen that if they buy this product for their partner, this is what she will do. Note: once again, the woman appears totally nude. How often do you see a nude man in print ads? Advertisements & Maslow 33

NSF 5/19/2021 Advertisements & Maslow 34

NSF n n n 5/19/2021 This is another appeal to safety or security needs. It is a pitch for some kind of ‘better business bureau’ type of agency that inspects the safety of products. The text even says “Live safer. ” Advertisements & Maslow 35

EMANUEL UNGARO 5/19/2021 Advertisements & Maslow 36

EMANUEL UNGARO n n n 5/19/2021 Once again, since the product is a luxury product, the appeal is esteem. Notice the covert bondage/domination iconography used here. In the first image, the woman submits to the man. In the second image, she dominates him by silencing him. B&D imagery is common in advertising, particularly in fashion ads. Advertisements & Maslow 37

Marlbor o 5/19/2021 Advertisements & Maslow 38

Marlboro n n 5/19/2021 Although the ad asks you to be a part of a group (ie. Marlboro men), the pitch is all about esteem. The Marlboro man is a rare, distinguished kind of man, above the rest. Advertisements & Maslow 39

DKN Y 5/19/2021 Advertisements & Maslow 40

DKNY n n 5/19/2021 This is an esteem appeal, as it is promoting a luxury product. This particular pitch is called, in advertising terms, the appeal to patriotism. This ad appeared just weeks after 9/11. Notice that the man is disheveled, as if he is just walking away from 9/11 itself. In the background, it says “one world, one city. ” On the cab is a billboard that has the Statue of Liberty. Behind, steam emerges from a grate in the street, steam that could just as easily be smoke billowing from a building. This was a conscious reference to Bush’s entreaty to New Yorkers that the most patriotic thing they could do after 9/11 was to return to work. Advertisements & Maslow 41

FI N 5/19/2021 Advertisements & Maslow 42