The 1970s US army recruiting ads that claimed in the army you can "be all that you can be" were utilizing Maslow's concept of ______ to try to get people to enlist.

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The phrase "be all that you can be" is closely associated with Maslow's concept of self-actualization, which refers to achieving one's full potential and becoming the best version of oneself. The US army recruiting ads were attempting to appeal to potential enlistees by suggesting that joining the army would provide them with opportunities for personal growth and self-actualization.

The 1970s US Army Recruiting Ads That Claimed in the Army