In this essay I will explain how advertisers find different ways to connect with consumers and show examples of how these advertisements influence the consumer in purchasing this product. Before that I need to understand consumer behavior and subsequently I need to understand Maslow's Hierarchy of Needs. Maslow's Hierarchy of Needs The hierarchy is most often displayed in the form of a pyramid. The pyramid is made up of different levels, which display the most basic needs at the bottom of the pyramid. As the consumer's needs become more complex, they will move to the top of the pyramid. According to Maslow's hierarchy of needs, the needs at the bottom are physiological needs, such as the need for food, water, sleep, and warmth. So this can be considered the most basic needs. It is said that when a person meets an important need, it becomes a motivator to take the next step and attempt to satisfy the next most important need. So that brings us to the next step. The next level is the need for safety and security which must be considered. As needs become more and more complex, needs become more and more psychological and social. This brings us to the next stage, which is the need for love, acceptance and also the need for a sense of belonging in society. Higher up the pyramid, the need for self-esteem, status and feelings becomes important. The last step of the pyramid, is the highest part of the pyramid, it talks about self-actualizing needs. It’s about personal development and achievement. Below is an image of the pyramid, showing Maslow's theory. Lucan's psychoanalytic theory According to Lucan “The desire of man is the desire of the Other”. Our desire is first of all a desire for recognition. Second...... middle of paper ......available at: http://www.damselsinsuccess.com/how-advertising-has-changed-in-the-digital-age/. [Accessed May 22, 2014].Examples of semiotics in advertising | Chron.com. 2014. Examples of semiotics in advertising | Chron.com. [ONLINE] Available at: http://smallbusiness.chron.com/examples-semiotics-advertising-38593.html. [Accessed May 22, 2014]. What does Lacan say about… desire? | LACANONLINE.COM. 2014. What does Lacan say about… desire? | LACANONLINE.COM. [ONLINE] Available at: http://www.lacanonline.com/index/2010/05/what-does-lacan-say-about-desire/. [Consulted May 22, 2014].Jacques Lacan | Personality-Development.org. 2014. Jacques Lacan | Personality-Development.org. [ONLINE] Available at: http://www.personality-development.org/theories-personality-development/jacques-lacan. [Consulted May 22, 2014].DYLAN ROUX22/05/2014¬¬VC – QVC2104