Question

Read Steve McKevitt's "Everything Now" (143) This piece provides background on one of the basic principles of advertising. Steve McKevitt Everything Now.

1. Summarize in your own words the distinction between "wants" and "needs" according to McKevitt.
2. What is the logic behind Maslow's hierarchy of needs?
3. How does the marketing of products such as computers and bottled water convince consumers that these items are "needs" not "wants" as McKevitt explains?

Read Julia Corbet’s “A Faint Green Sell: Advertising and the Natural World” (235) and respond to the following questions: (This essay is fairly long so plan ahead--the six concepts Corbett outlines in her essay will be a great help in analyzing the advertisement you select for the first assignment) Corbett

1. In your own words define Corbett's concept of "Nature as Commodity.
2. How can some ads using nature as a backdrop be considered to reflect our narcissism? (Here you want to explain Corbett's concept of "For the Pleasure of Humans."
3. In your own words define Corbett's concept of "A Natural Disconnect"

Answer 1

(a) ​​​​​​Need - Need is something without which a person cannot survive. For ex. :- we need to eat to keep ourselves alive. Hence, there are needs of every person but it may vary from person to person. A normal person in term of economics need three basic needs that are food, shelter and clothes.

Want - Want is something above need. A person's desire which may or may not be fulfilled becomes his/her want. As per economics want is something which is desired but is not necessary to be fulfilled. For ex. - having a luxurious house is want of each person but having a house is need of person.

(b) Maslow hierarchy theory defines us the 5 needs a person wants to fulfill in his life. All the things which a person wants to achieve is his lifespan are covered under these 5 needs given by maslow. These needs are :-

1. Physiology needs - covers basic needs
2. Safety needs - cover the security of the person
3. Love and belongingness - covers friendships and relationship
4. Esteem needs - covers respect and status in society
5. Self actualisation needs - cover the most a person want to do

(c) The products like computer and bottled water has become a need these days because of the extensively use of these products. As we know the tap water is not so pure and healthy to drink as it could cause diesease in our body. And similarly computer has become a need to store things, for working, doing projects and much more one more example can be internet. Hence Mckevitt defined need as the basic thing to survive and for this era these products have also become the basic needs to survive.