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The aim of the exploratory study was to answer the question of which categories of needs domi-nate in television commercials of material products in Poland, which of the activated needs make up clusters in the light of marketing practice, which of the benefits offered the most frequently accompany the arousal of different categories of needs, and what are the most important correlates of activated needs from the perspective of design features and scenarios of advertising. A content analysis of a sample of 418 spots was carried out by 10 judges, whose reliability was psychometrically verified before and after the analysis. We adopted Maslow’s elaboration of his own theory of needs as the basis of taxonomy. Averaged assessment of judges became the basis of quantitative analysis, which showed the dominant role of lower-order needs in television commercials, the co-occurrence of higher-order needs, and their close link with the symbolic benefits (social, emotional and expressive) associated with advertised product brands and with the user image.
The aim of the article is to conduct a literature review in relation to the psychological aspects of diving. The acquired knowledge can currently be qualified as belonging to various branches of applied psychology, as well as underwater medicine, sports medicine, psychiatry and psychotherapy. The literature on this subject matter raises two main issues of the psychological perspective: the degree of psychological adaptation of an individual to the underwater environment, and the psychophysical condition of a man involved in a specific type of diving and the resulting skills/competences to perform underwater tasks. The article presents selected reports from around the world related to diving psychology resulting from the applied structure/classification of psychological theories, explaining various mechanisms of psychological functioning underwater. The paper presents studies from the perspective of psychodynamics, psychology of health/stress, psychology of individual differences and personality. The main conclusions indicate that in addition to the main problem of an optimal/lack of adaptation of humans to the underwater environment, there is insufficient psychological knowledge (including Polish reports) in the area of personality differences between various types of divers, their social functioning, mental health and psychoeducation with regard to underwater exposures.
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