¶ … iPod (Apple's MP3 player) relates to Maslow's hierarchy of human needs.
Abraham Maslow created his theory of a hierarchy of human needs in the late 1960's and early 1970's. The psychologist wrote that human beings are primarily motivated by unsatisfied needs. Certain lower needs must be satisfied before higher needs are satisfied. (Maslow, 1970) Advertising new products often depends upon generating a sense of need, and promising that the new product can fulfill this need.
Take for example the Apple's new MP3 player, the iPod. True, on a Maslow-like physiological level, the first level of need, one cannot eat an iPod, and a less mechanical form of 'apple' is necessary for sustenance, iPods do satisfy the consumer's immediate physical needs for lighter equipment. iPods are portable and more amenable to working out, and for musical use on crowded subway, and the crush and strain of modern urban life. The iPod website from Apple also boasts of the convenience of the technology's 18-hour battery.
In terms of the second hierarchical need for safety, downloadable music is more durable than listening to music on CDs and it is cheaper to download individual songs than purchasing many CDs. Also, the branding of this new technology stresses the ability of the user to create arrangements of personalized collections of music. This tailors the iPod to the consumer's personal "loves," the third of Maslow's needs. The popular and various colors the product is available in, visually provides the component "social esteem," that Maslow defines as the essential fourth need of his hierarchical pyramid. Also, because the iPod is a popular product, simply having one confirms that the owner and user of the iPod is a consumer connected to the 'next big thing' in music. One can even, according to the Apple Website; synchronize music and photos upon one's handheld personal music device. Lastly, "self-actualization" by creating ones' own music mix is achieved through iPod technology -- the iPod personalizes one's listening pleasure through creating a self-tailored musical experience.
Works Cited
Apple. (2005) Official Website of the iPod. Retrieved 24 Mar 2005 at http://www.apple.com/
Maslow, Abraham. (1970) Motivation and Personality. Second Edition. New York: Harper & Row. Accessed at "Maslow's Hierarchy of Needs" website. (1997) Maintained by Robert Gwynne. Retrieved 24 Mar 2005 at http://web.utk.edu/~gwynne/maslow.htm
Question 2
Explain how the iPod assists people on moving from their real self to their ideal self. How does it help people portray a positive self-image?
As early as 2000, essayist and media critic Jeffery Rosen noted, "in cyberspace, there is no real wall between public and private and the version of the consumer that is constructed "out there" in the virtual world. Rather than the real self, one can construct an ideal self from bits and pieces of stray data and as "reading and writing, health care and shopping and sex and gossip" increasingly take place in cyberspace, the consumer can create a new self through the medium of technology. The iPod maximizes this consumer empowerment, the creation of a new self through the Internet and music. (Rosen, 2000)
Downloadable music on the iPod is one way cyberspace allows music to be personalized. Rather than listening to a predetermined set of music on a CD, one can select the order and artists. The experience of listening to music becomes about the consumer rather than the artist. Usually, the move from the real to the ideal self is accomplished in advertising by stressing, however gently, that the consumer must change by adopting a new product affiliation to become an ideal. However, the iPod stresses that the consumer is already the 'ideal' in terms of his or her tastes, talents, and desires. Thus, the iPod enables the consumer to function as the ideal self, by confirming the consumer's already existing needs and wants through a personal musical play list. Rather than learning more about new artists, the consumer learns more about his or her own tastes by creating his or her own mix.
Of course, the online capability in general can be quite positive for creating such a shift in advertising....
Concerning employment practices in general, the order not only strictly prohibited discrimination in hiring, but it also entered into the lexicon the now commonplace idea of Equal Opportunity Employment and established the premise of Affirmative Action. In doing so, this order would also explicit the prohibition of discriminatory treatment of employees once hired, seeming to build a legal case for those who would argue that a compensation system demonstrates
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