1. PSYCHOLOGY AND ADVERTISING

2. Freud’s Iceberg Theory
Sigmund Freud

3. Conscious Level
 Makes up everything
we are AWARE of…
 Make up 10% of what is
visible…
Makes up about 10% of what we know

4. 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

5. 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

6. 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

7. Unconscious Level
 Not directly accessible
to awareness.
 Tied to anxiety, conflict
and pain.
Makes up about 80% of what we know
-Id

8. 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

9. Unconscious Level

10. Unconscious Level

11. Unconscious Level

12. Maslow’s Hierarchy of Needs

13. Maslow’s Hierarchy of Needs
Abraham Maslow

14. Maslow’s Hierarchy of Needs
Physiological

15. Maslow’s Hierarchy of Needs
Safety

16. Maslow’s Hierarchy of Needs
Love and Belonging

17. Maslow’s Hierarchy of Needs
Esteem

18. Maslow’s Hierarchy of Needs
Self-Actualization