美国心理学家马斯洛在1943年出版的《人类动机理论》一书中,首次提出了需要层次理论。他认为人的需要是有层次的,按照它们的重要程度和发生的先后顺序,排列成5个层次即生理需要、安全需要、爱与归属的需要、尊重需要、自我实现的需要。马斯洛提出的这5个层次的需要基本上概括了人类生存与生活的需要。广告是一门旨在诱导与煽动受众购买欲望的艺术,要达到这一目的,广告人 Maslow, an American psychologist, first proposed the theory of hierarchy of needs in the book “The Theory of Human Motivation” published in 1943. He believes that people’s needs are hierarchical. According to their importance and the order of their occurrence, they are arranged into five levels: physical needs, security needs, love and belonging needs, respect needs, and self-fulfillment needs. The five levels of Maslow’s needs basically summed up the needs of human survival and life. Advertising is an art aimed at inducing and inciting the desire of the audience to purchase. To achieve this goal, advertisers