- Need to survive, using adverts for food drink and housing. This doesn't really apply to my magazine or advert as the magazine is not an essential, more of a leisure item.
- Need to feel safe, adverts for insurance, loans and banks promise security and freedom. Again, due to the nature of my product, this could never really be applicable to my project, as my product neither provides or promotes the feeling of safety and protection.
- Need for affiliation and friendship, adverts that focus on lifestyle choices like diet and fashion, plays on the consumer's desire to be popular, or may threaten the consumer that popularity/friendship will be lost otherwise. I would that this heavily applies to gossip magazines but on a lower level it would apply to my product, as the You-tubers my product would have (it's content) would be very relatable and many would aspire to be like them that's why we have the option to ask questions and get a response from the people who post videos, they are accessible and frequently asked for advice etc, people would take advice from them and may feel influenced by them when making choices about how they look/eat. This would be useful if companies were to approach us, asking us to trial and test products, if You-tubers were willing we could suggest that they rate products and get those products publicity, while the consumer would benefit knowing that any products they viewed would have a fair evaluation.
- Need to nurture or care for something, advertising which shows something cute and/or attractive such as small children, cute animals, brings out the nurturing side of a consumer. i'm not sure if this is applicable, but in many cases the You-tubers that receive the most hits are generally attractive, many people stop and give their channels attention because their initial reaction is a positive one (due to that person's appearance), which in a way is unfair, but an effective way to grab a customer's attention, by putting an attractive face in front of them.
- Need to achieve, adverts that are linked with winning, often promoted by sports personalities, tap into the need to succeed. Again it may not be applicable, but many channels on Youtube offer advice on games/sports/hobbies etc that aim to give the viewer an 'edge' or 'advantage', offering ways to cheat or informing them of better methods, just as an example: Call Of Duty (the playstation or xbox game), many thousands of videos exist in which people show off particular skills and techniques, sharing these and other secrets of the games giving each other the edge over other players, could this be considered a way of tempting the viewer in.. playing on their need to be better than someone else?
- Need for attention, beauty adverts often play on the need to be noticed and admired. See the beauty of youtube is that there's so much on offer, hundreds of thousands of channels offer help and advice on what the buy for fashionable/cosmetic purposes, how to apply them, where to get the best deal, when to wear what.. every possible thing is explained and so many girls are reeled into youtube seeking advice to make the most out of their appearance, on a budget, with the most skill they can gather.
- Need to find meaning in life. many people may upload videos to youtube, describing difficult times in their lives, they may describe feelings and views on important subjects or maybe even snapshots of their travels, all these may broaden the viewer's mind, evoking sympathy/curiosity etc from them.
Maslow's hierarchy of needs is often portrayed in the shape of a pyramid, with the largest and most fundamental levels of needs at the bottom, and the need for self-actualization at the top.[1][6]
The most fundamental and basic four layers of the pyramid contain what Maslow called "deficiency needs" or "d-needs": esteem , friendship and love, security, and physical needs. With the exception of the most fundamental (physiological) needs, if these "deficiency needs" are not met, the body gives no physical indication but the individual feels anxious and tense. Maslow's theory suggests that the most basic level of needs must be met before the individual will strongly desire (or focus motivation upon) the secondary or higher level needs. Maslow also coined the term Metamotivation to describe the motivation of people who go beyond the scope of the basic needs and strive for constant betterment.[7] Metamotivated people are driven by B-needs (Being Needs), instead of deficiency needs (D-Needs).
Courses in marketing teach Maslow's hierarchy as one of the first theories as a basis for understanding consumers' motives for action. Marketers have historically looked towards consumers' needs to define their actions in the market. If producers design products meeting consumer needs, consumers will more often choose those products over those of competitors. Whichever product better fills the void created by the need will be chosen more frequently, thus increasing sales. wikipedia
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