The purpose of this paper is to analyse Cunard’s marketing communications during a period of significant social and economic change. The intention is to show, firstly, how the company sought to meet and influence potential passengers’ understanding of their travel needs and, secondly, how these would be met.,The companies’ marketing communications are analysed using Maslow’s hierarchy. This is a well known descriptor of human needs.,Beyond a description and review of Cunard’s advertising, Maslow’s model of needs is shown to provide a rationale to the company’s approach. In particular, it gives an understanding of the continued, though changing, use of images of the ship to meet the needs of different cohorts of passengers. It shows how carefully constructed images in both word and picture assuaged passengers’ concerns over social needs and how the company promised to meet the highest needs, whether that be for the holiday maker or the emigrant.,During much of the period under discussion, much of the advertising design work was done in house. Though none of these files have survived, other sources of information (for example, house magazines and internal correspondence) provide an understanding of Cunard’s attitude to its customers and the business opportunities it saw in a changing market. Where specific dates for documents are not available, a chronology of ship building and use has been applied.,This paper shows how a well-established model can be used in a different way, adding to the understanding of a company adapting to changing social and economic conditions.,To the best of author’s knowledge, this is the first time that Maslow’s hierarchy has been used explicitly as a tool to analyse marketing and advertising material. Though the existing literature includes some discussion of shipping line posters visual content, there is little further discussion of their content or purpose in a changing social context. This paper provides a more structured analytical view.

中文翻译：

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马斯洛的需求模型：在1900年至1950年代之间应用于Cunard和White Star营销传播

本文的目的是分析在重大的社会和经济变革时期的库纳德的营销传播。目的是要首先显示公司如何寻求满足和影响潜在乘客对他们的旅行需求的理解，其次要如何满足这些需求。使用马斯洛的层次结构来分析公司的营销传播。这是对人的需求的众所周知的描述。除了描述和审查Cunard的广告外，Maslow的需求模型还为公司的方法提供了理论依据。尤其是，它可以理解船舶图像的不断使用（尽管有所变化），以满足不同人群的需求。它显示了用文字和图片精心构造的图像如何缓解了乘客对社会需求的担忧，以及公司如何承诺满足最高的需求，无论是针对度假者还是移民。在讨论的大部分时间里，广告设计工作是在公司内部完成的。尽管这些文件都没有保存下来，但其他信息来源（例如房屋杂志和内部通讯）可以帮助您了解Cunard对客户的态度以及在瞬息万变的市场中看到的商机。在没有特定日期的文件的情况下，采用了船舶建造和使用的时间顺序。本文显示了如何以一种不同的方式使用完善的模型，从而加深了公司适应社会和环境变化的理解。经济条件。据作者所知，这是Maslow的层次结构首次被明确用作分析市场营销和广告材料的工具。尽管现有文献对航运海报的视觉内容进行了一些讨论，但在不断变化的社会环境中，关于其内容或目的的讨论很少。本文提供了更结构化的分析视图。