根据美国人文主义心理学家Abraham Harold Maslow的需要层次理论，人的需要从低到高分为五个层次。这五个层次的需求从低到高依次为：身体需要、安全需要、爱需要、自尊需要和自我实现需要。这五种需求可以分为三个阶段。初级阶段包括生理需要（指生存和延续的基本需求）和安全需要（指保护免受威胁的需要）。中间阶段包括爱的需要（指被别人接受、爱、关心、鼓励和支持的需要）和尊重需要（指获得和维持个人自尊的所有需要）。高级阶段指的是自我实现的需要，即真正、善、美的精神需要，也就是说，所有的个人需要或理想都得到了充分的实现。
Consumer demand refers to the demands or desires which produced for the products or services because of the consumer lack of tension or discomfort. In the commercial society, consumer demand can be directly characterized by the desire to purchase goods or services.
According to Need-hierarchy Theory of Abraham Harold Maslow, an American humanism psychologist, that human need is divided into five levels from low to high. These five levels of needs can be cited, from low to high, as physical need, safety need, love need, esteem need and self-actualization need. And these five kinds of needs can be distributed into three phases. The primary stage includes physical need (which refers to the basic needs of survival and continuation of the race) and the safety need (which refers to the needs to be protected from threats). And the intermediate stage includes love need (which refers to the demand of being accepted, loved, concerned about, encouraged and supported by other people) and the esteem need (which refers to all need of obtaining and maintaining personal self-respect). The advanced stage refers to the self-actualization need, which means the spirit need of the truthfulness, goodness and beauty, and that is to say that all personal needs or ideals are fully realized.
From the standpoint of Consumer Satisfy (CS), consumers on each demand level have different requirements for the products, that is, different products meet different levels of need of consumers. Marketing approach is based on the consideration of consumer demand, so different needs ask for different marketing strategies. Consequently, different advertising should meet different needs of the consumers.
Physical demand in the bottom-end of the market stands on the point of price. And the quality is the fulcrum to satisfy the need of safety. Most advertising of the necessities meet these two types of needs. Social approval is the basic point of demand of love and esteem in the high-end market, where consumers would like to regard the products as a kind of status symbol. To satisfy the self-actualization need, business should improve their service and brand to earn loyal consumers. Through long-term interaction between business and consumer, consumers tend to form a certain kind of loyalty to the brand. (Raalj & Wandwossen, 1977)
Advertising of the Holden SV6 is aimed at satisfying the consumers’ need of love, esteem and self-actualization more than just to meet their need of physical and safety. As “Car Dream of an Australian” is the prominent theme of the advertising, Holden is trying to make its brand become one that Australians are proud of.