Analysis of Advertisements Through the Maslow Pyramidal Model
Theoretical Foundations
According to Abraham Maslow’s hierarchy of needs, a five-tiered pyramid that represents a hierarchy of motivating factors is used to classify human needs. Physiological needs, which include the necessities for life like food, water, shelter, and air, are at the base of the pyramid (Chan, 2022). People advance to the second level of needs, known as safety needs, which include security, stability, and protection from harm—either physical or emotional—once these basic needs are satisfied (Chan, 2022).
Maslow’s hierarchy of needs places social needs at level three, which represents people’s needs for love, belonging, and interpersonal relationships (Chan, 2022). The fourth level is known as “esteem needs,” and it includes the need for respect from others, accomplishment, and self-worth (Chan, 2022). The desire for personal development is represented by self-actualization, which is at the top of the pyramid (Chan, 2022). The pyramid is used as a visual representation of the universal needs that apply to each individual.
Frito-Lay
Applying Maslow’s Theory to marketing, one can comprehend the appeal aimed at the target audience. The Frito-Lay advertisement “Twas the Night Before Super Bowl” captures the togetherness that comes with watching the Super Bowl (Frito-Lay, 2021). Famous football players from the past are present and contribute to the sense of nostalgia that the game fosters. By showing the lighthearted and approachable side of the renowned athletes, comedy and mischief satisfy both social and esteem needs while also satisfying the need for entertainment.
Popular Frito-Lay snacks are cleverly incorporated into the advertisement as an essential component of the Super Bowl experience, connecting the eating of these snacks to the happy feelings and close relationships associated with the occasion. The target market for this advertisement is likely American football fans, particularly those who are interested in the sport’s heritage and value the presence of legendary players. The advertisement successfully reinforces the idea that consuming Frito-Lay snacks is not simply sating hunger but creating shared experiences during important events.
H&M
Maslow’s theory can also be used to determine the targeted consumer segment and comprehend the commercial’s appeal in the context of the H&M Holiday advertisement. The scene is set in Brasserie Hennes, which has been decorated for the holidays with a disco-inspired snowscape (H&M, 2022). Through association with fashionable and celebratory elements, the festive and glamorous atmosphere, and the glittery party dresses and outfits, the advertisement enhances the viewers’ sense of self-worth, thereby meeting their need for esteem.
The advertisement appeals to the desire for a glamorous holiday experience, focusing on consumers who are primarily looking for recognition. The advertisement resonates with a wide audience by showcasing a diverse group of models participating in joyous celebrations, which is in line with the social and cultural diversity that defines contemporary society (Ferraro et al., 2023). The disco-inspired snowscape creates a distinctive, warm atmosphere that invites viewers to picture themselves as a part of this fantastical world and become H&M customers.
International Advertisements
Differences
Notable variations can be seen between the domestic Super Bowl-focused ad and the international Lay’s advertisement. Despite promoting the exact same flavor of chips, the advertisement is customized for the UEFA Champions League 2022 (Lay’s, 2022). The shift in the athletes’ selections illustrates a comprehension of local inclinations on the part of Lay’s, given the UEFA Champions League’s enormous appeal throughout Europe. By focusing on the soccer match, the company caters to the diverse interests of a global audience.
The advertisement’s tone and theme are also modified to fit the cultural background of European football. The emphasis on “Stay Golden” alludes to a message of success and excellence that cuts across linguistic and cultural divides. This change is an example of how marketing strategies can be tailored to appeal to the unique sports preferences of various global markets.
Changes in Marketing and Psychological Aspects
The Lay’s UEFA Champions League commercial’s psychological and marketing underpinnings reveal a change in strategy. Celebrating the Champions League allows us to tap into the passion and loyalty that European soccer fans have for their sport and demonstrate an understanding of the emotional connection that fans have with it. The marketing approach emphasizes Lay’s contribution to elevating the entire Champions League
Final viewing and celebration experience, in line with the social and cultural identity associated with football. In order to establish a strong emotional bond between the brand and the aspirations of its target audience, the advertisement links Lay’s to the height of football success. This reinforces the idea that consuming Lay’s enhances the enjoyment of the prestigious sporting event.
References
Chan, T. M. (2022). Maslow’s hierarchy of needs. In S. M. Krzyzaniak, A. Messman, D. Robinson, B. Schnapp, S. Li-Sauerwine, M. Gottlieb, & T. M. Chan (Eds.), Education theory made practical. Simple Books Publishing.
Ferraro, C., Hemsley, A., & Sands, S. (2023). Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers. Business Horizons, 66(4), 463–479. Web.
Frito-Lay. (2021). ‘Twas the night before Super Bowl | Frito-Lay 2:00 [Video]. YouTube. Web.
H&M. (2022). Holiday style just got magical [Video]. YouTube. Web.
Lay’s. (2022). Lay’s | Que no pare el juego [Video]. YouTube. Web.
Tanner, J., & Raymond, M. A. (2012). Principles of marketing (2nd ed.). Flat World Knowledge.