PSYCHOLOGY

Erik Erikson has proposed a theory on psychosocial stages of development , which corresponds to the major stages of our life , from infancy to old age . His theory succinctly describes what the normal and average person undergoes in the course of life and he always saw each stage with a positive and negative aspect and successful resolution of a particular crisis would lead to the gain of virtues . Being able to connect to the audience and present a convincing advertisement lies with a good understanding of the human psyche . The psychosocial theory of

development by Erik Erikson gives us a tool to understanding our target audience . Below are the different stages of development with corresponding celebrities to better illustrate the behavior of individuals at that particular stage

Infancy (from birth to 18 months ) Trust vs . Mistrust

According to Erikson , this stage is characterized by the emotional bond of the mother and the infant , where it is important that the mother satisfy the needs of the infant which basically is satisfying the infant 's hunger . If these needs are met lovingly , consistently and efficiently the infant will develop basic trust . This is manifested through the infant 's ability to be aware when the mother is out of sight and not react with anxiety or anger . On the other hand , when the infant is always frustrated he /she will develop a sense of mistrust . The youngest daughter Agie in the movie Nanny McPhee illustrates this stage She needs constant attention and care , as well as being hungry most of the time , though she 's very cute and looks quite adjusted and trusts most of her siblings

Early Childhood (form 18 months to 3 years ) Autonomy vs Shame

In this stage , the child now has greater voluntary muscle control , which Erikson believed leads to a greater sense of self-control . This is first seen in the deliberate act of dropping objects from high chair or out of the crib or playpen . Occasionally a battle of will would ensure between mother and child and this must be handled by the mother in to protect the sense of basic trusts . The crisis for this stage is the child 's need for independence and autonomy in dealing with its own bodily functions . A successful resolution of this crisis would result to the security of making its own free choices but if not , then children will always feel that they are shamed into doing the things they don 't want to do . The twins in 7th Heaven during the second season correspond to this stage and it can be observed that they basically exhibit all the behavior of kids at this stage , climbing around furniture , quarreling with mom and refusing to do what is asked of them

Play Age (from 3 to 6 years ) Initiative vs . Guilt

Erikson felt that having acquired a sense of autonomy , the child is able to see itself as a person but still needs to solidify its identity through identification with a parent...