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