After the Fall.

HIERARCHY of needs theory (Psychology); NEED (Psychology); ADVERTISING

Abraham Maslow, in his research on human motivation, used a pyramid to show "hierarchy of needs." Each building block supports the next level. Blocks at the bottom represent most primitive needs, to eat, to have a feeling of safety and security. As these basics are taken care of, one turns to social needs, the need to belong to a group. Then comes the ego level or esteem, the need to gain approval. And at the top of the pyramid is self-actualization, the ability to realize one's potential. Amazingly, over the last five decades, society has mirrored Maslow pyramid. And this has been reflected in advertising and marketing approaches.