Let's assume that people who work in advertising know what they are doing and base their campaigns on motivational principles. If this assumption is correct, it should be possible to scrutinize advertisements and find various principles of motivation at work.

Collect print advertisements (online or scanned in from magazines or other sources). Using Maslow's hierarchy of needs as a backdrop, attempt to sort the ads into the same hierarchical arrangement. Once you've sorted the ads to match the levels of the hierarchy, explain each level of the hierarchy and how each ad targets the 8 levels. Maslow's Hierarchy of Needs states that basic needs must be met before needs higher on the hierarchy are aroused. To reiterate, each level must have an explanation of that level along with an explanation of how your ad relates. The hierarchical progression is as follows:

1. Physiological needs
2. Safety and security needs
3. Belongingness and love needs
4. Esteem needs
5. Cognitive needs
6. Aesthetic needs
7. Need for self-actualization
8. Self-transcendence

For all explanations and responses to questions, make sure you cite any sources (using in-text citations) you used to explain the hierarchy and the questions below.

Then, respond to these questions...

1. Which level of the hierarchy is the most common target of advertising? List examples to support your answer.
2. In own words, what is motivation?
3. In the textbook, several theories of motivation are presented. Which theory seems to be supported most strongly by the advertising you found. Explain your answer.
4. What emotions are used in advertising appeals? Which emotions are called on most often in advertising? Are some emotions ignored? Provide examples.