Marketing An Image - Adele + Lady Gaga

Song artists in today's society will try to portray a certain image to their fans or even to try and get the message across. AN example of this is Adele and Lady Gaga. These are two very different artists that are portrayed in different styles. Lady Gaga is seen to be unique and weird which can be seen from her music videos and the kinds of clothes that she wears in the video and outside it. While Adele on the other hand, she trys to market herself a different way by trying to reach her audience on an emotional level by saying that she is exactly like everyone else.

Now the example i am going to use is Lady Gaga's Bad Romance. Being one of her first videos she is trying to establish her image t her new fans which has worked. At the beginning of the video she is in the middle and the centre of attention. She is using a technique called Hedonism which is an atmosphere of sexualism as if to say "There is enough to go around". This is generally used in many videos done by female artists because it portrays them as objects to be used. The beginning shot also shows someone who is in control of all of the people in the shot; however this changes, During the song the hegemony changes as Lady Gaga who was  in power changes to the males but then at the end of the song then changes back to her.

While on the other hand as i have explained before marketing the image of Adele is different from Lady Gaga because she is reaching her audience on an emotional level.The black and white image and piano riff that is present in the song reinforces the lyrics of the song. The image that Lady Gaga is trying to show in her videos who not work for Adele simply because of her image. Although she has the face and beauty like Lady Gaga, record companies wouldn't try to market her as a sexy because of her size. Whereas other artists such as Rihanna, Beyonce etc can market that image.