PSYCHOLOGY AND ADVERTISING
Freud’s Iceberg Theory
Sigmund Freud
Conscious Level
Makes up everything we are AWARE of…
Make up 10% of what is visible…
Makes up about 10% of what we know
Preconscious Level
Only accessed when prompted.
Buried under surface unless searched.
Examples: Phone numbers Childhood
Memories
Makes up about 10% of what we know
-Superego-Ego
Preconscious Level – (Superego)
Often referred to as the “moral part of the mind.”
It stores and enforces rules.
Strives for perfection, even though this ideal may be quite far from reality.
-Superego
Preconscious Level – (Ego)
Grows out of the awareness that you can’t always get what you want.
Realizes the need for compromise and negotiates between the Id and the Superego.
-Ego
Unconscious Level
Not directly accessible to awareness.
Tied to anxiety, conflict and pain.
Makes up about 80% of what we know
-Id
Unconscious Level – (Id)
The irrational and emotional part of mind
Doesn’t care about reality…
the pleasure principle: “I want it and I want it
all now!”
-Id
Unconscious Level
Unconscious Level
Unconscious Level
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Abraham Maslow
Maslow’s Hierarchy of Needs
Physiological
Maslow’s Hierarchy of NeedsSafety
Maslow’s Hierarchy of NeedsLove and Belonging
Maslow’s Hierarchy of NeedsEsteem
Maslow’s Hierarchy of NeedsSelf-Actualization