Maslow's hierarchy of needs provides great insight about how to use theories of motivation in advertising. According to our textbook, the second tier in Maslow's hierarchy is made up of the safety and security needs. People have a need for stability and a concern over their long term survival. Advertisers could take advantage of this need to promote their products as ways of satisfying those needs. Automobile advertisers could use this strategy to encourage people with safety and security needs to purchase a car because it will make them safe and secure.

The first ad for the Chevrolet Cavalier shows a picture of a family with a happy and secure child at the center. The boldface type announces "Affordable safety". The text cites the dual airbags, the safety cage and standard anti-lock brakes. The ad suggests to me that I can economically buy the safety and security my family needs for its long term survival.

The next ad is a Cadillac ad . Probably one of the most fearful automobile experiences is to go out of control and into a spin. Wet, icy, or snowy roads pose a real threat to our stability and safety. But the new Seville STS with Stabilitrak can make it "impossible to take it out for a spin." It even shows a picture of what can happen without Stabilitrak -- smash into the guardrail. But fortunately, the other diagram demonstrates that if you have a Seville, you can stay on track. My safety needs can be satisfied. .

The BMW ad uses humor to get its point about stability and security across. Its all season traction control system would make that penquin's plight a whole lot easier. We find that the BMW is able to detect sudden wheelspin and control excess engine power while braking to maintain traction. This "gives the driver more confidence, no matter what the conditions." With the BMW we would never slip and slide and fall on our faces like the poor penguins do.

The last ad is for the Chevrolet Lumina. It's boldface type alerts us to the safety message: "Dual airbags, ABS, crush zones, child safety locks, side-guard door beams -- can you live with that?" The text is designed to convince us that this is one very safe car that will offer the kind of protection we need. I can, and hopefully will, live with that kind of protection.

This analysis helped me understand why people do the things they do -- including advertisers. Sure, it makes sense that speed, sex, status and luxury, would help sell cars. Most car ads in the magazines I read appeal to those motivational needs. But enough people, probably those with family responsibilities, have safety as a primary motivation. As my ads have demonstrated, the advertisers have taken advantage of this need. Hopefully those cars are safer and more secure.

	Return to Schedule