Advertising and the Media

"Ads are really doing their work when you don't notice them"

Marshall McLuhan

Each year, companies spend BILLIONS of dollars in advertising and advertising research.

Why?

Because it works.

We live in a society where we see or hear over 1500 advertisements every day.

Advertising is presented through a variety of outlets; newspapers, magazines, television, radio, internet, posters and signs, signage on public transit, mail, stickers, as well as clothing and bags, just to name a few.

In addition to selling product, advertising can be used to "sell" politicians, political parties and positions. Any time you want to convince someone to turn to a new way of thinking, or to convince them that they have mad the right "choice", advertising will be there.

Why does it work?

Basically, advertising companies know a few simple facts about human beings - they can be broken down into WANTS and NEEDS.

Abraham Maslow, a noted thinker in the field of psychology, came up with what was called the "Hierarchy of needs" that all humans possess. Along with this collection of stages runs an underlying theory - that once people achieve comfort at one level, they will strive to move to the next level. (This is a very brief explanation.)

The hierarchy looks like this:

The categories are as follows:

1) Physiological: these are a human's physical needs and his quest to solve the problems of hunger, thirst, bodily comforts, etc.

2) Safety/security: out of danger.

3) Belonginess and Love: affiliate with others, be accepted; and

4) Esteem: to achieve, be competent, gain approval and recognition.

5) Self-actualization: to find self-fulfillment and realize one's potential; and

to help others find self-fulfillment and realize their potential.

Ultimately, step five is the big stumbling block - people rarely if ever achieve self-actualisation, and, in different aspects of their life, bounce back and forth between 3 and 4.

Advertising companies and corporations love this. Why?