IMC Hawks Blog

Tag: Lady Gaga

  • The Evolution of an Icon: Lady Gaga’s Brand Image

    This year’s Super Bowl showdown between the Atlanta Falcons and New England Patriots is just days away. More than 100 million people tune in to the football game annually, but many of these people only care about the iconic halftime show performance. Over the last few decades, some of the world’s biggest stars have hit the stage, drawing in viewers from all walks of life. This year’s Super Bowl halftime performer is the one and only Lady Gaga.

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    When Lady Gaga came onto the pop music scene in 2008 with her hit single “Just Dance”, the world did know that a pop culture icon was being born. Over the next few years, she would go on to release single after single that topped the charts. Her fame grew exponentially and she gained a loyal fan following that would praise her every move. Lady Gaga began to refer to herself as “Mother Monster.” Gaga sent a message to the world that she embraces the weird in people rather than criticizing them, and encourages her fans to not be afraid of being a little different.

    Aside from her music, one of the most iconic aspects of her brand image would have to be her out-of-this-world fashion choices. Fashion critics and fans alike would anxiously await for Gaga to arrive at red carpet because there was no telling what she would wear next. Lady Gaga’s raw meat dress from the 2010 VMA’s was arguably (but really there is no argument) one of the most memorable fashion statements ever made. 2010 MTV Video Music Awards - Show

    While Gaga’s fashion choices seem to be a little less extreme in recent years, her advocacy for LGBT rights, women’s rights, and against sexual violence have certainly not slowed down. Lady Gaga has used her voice and massive following to fight for the rights of so many people. She has cemented her brand image as someone who advocates tirelessly for equality.
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    With that being said, there is no doubt that Lady Gaga’s half time performance this Sunday will be anything short of iconic. What will she do with this massive platform? I think it is safe to say that a statement will be made. Do you think Lady Gaga will send a social message? Bring back the (now very very aged) meat dress? Or will she just captivate the world with her amazing vocals?

    Leave a comment down below telling us your 2017 Super Bowl half time performance predictions.

    -Jaime Mangold

     

     

  • “Google Chrom-otional”

    The number one purpose of television commercials is to make the consumers believe they need a product. Many companies rely on humor or a catchy jingle to gain interest in their product. Another tactic that can be a tad more difficult to accomplish involves making that emotional connection with the viewers. Evoking an emotional response through the use of commercials has proven especially hard to do these days. It is difficult for companies to make an emotional impact on their viewers with such little air time. Additionally, companies face the difficulty of connecting the commercial’s story-line to the lives of a diverse group of viewers. Despite these challenges, Google Chrome has released a series of commercials that have actually been able to tug at the heartstrings of many viewers.

    These new advertisements not only display all the features that Google Chrome has to offer, but they are also able to leave a lasting impression on those who watch them. This emotional connection Google is able to make with the audience sets their advertising apart from competitors. They do this by using the short time of the commercial slot wisely. Instead of trying to get a jingle stuck in your head, they create what could be described as incredibly short films. By telling the audience a story, Google does more than show the audience a product. The audience feels a connection with the characters in the commercial. This type of connection is what Google is counting on. Their slogan “the web is what you make of it” gives the consumer the creative freedom to express themselves in any way, shape, or form. It challenges us to showcase our thoughts and to put ourselves out there in a way that has not been possible before. This is Google’s way of saying, “look what has been done, what will you do?”

    Google has also conquered an even harder challenge with this advertising campaign. Making superstars relatable is a challenge many people face working in the entertainment industry. Google managed it in just around one minute. One might think using Lady Gaga as a spokesperson would make a product seem out of touch with this world. However, Google focused in on how she draws support from her fans and showers them with love. All the while she is encouraging them to be who they are. It is hard not to be a Lady Gaga fan after watching the video. This is what makes Google Chrome’s campaign so successful. Not only does their product look good and have celebrity endorsement, the celebrity also looks good and the fans feel included in the production of the commercial as well. Everyone wins.

    Google Chrome has also recently made a commercial depicting the interaction between a father and daughter. The daughter, Jess, is struggling to find her place away at college and her father is her main support system as her mother has passed away. The commercial demonstrates the benefits of using Google Chrome to communicate and presents the ability to support loved ones even though they may be miles away. This commercial touches not only the hearts of homesick college students but also the parents suffering from empty nest syndrome. Suddenly, Google Chrome is a light in the confusing darkness and it can satisfy all of a family’s communication needs. Again, everyone wins.

    Google Chrome has taken a risk by using an emotional appeal in their recent commercials, straying away from the many humorous or just downright strange commercials aired today. The integration of Google Chrome as an instrument to change human behavior is a major move on Google’s part. The notion that we can use Google Chrome to improve the way we live our lives is bold, but after all… the web is what you make of it.

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams

  • The Spooky Branding Reality of Halloween

    What is the most important thing about Halloween?  Your costume!  When we were younger, we thought running around the neighborhood for a few hours trick or treating was the essence of Halloween.  But as college students, we start pondering our costumes weeks or even months in advance, while candy and parties are afterthoughts.  A Halloween costume allows you to express yourself more freely than you can in everyday clothes, and for many college students it is the most important outfit of the year.  Some people spend hundreds of dollars putting together the perfect costume, complete with make-up, wigs and props.  Last year, the costume most searched on Google was Lady Gaga.  This year, the two top searches appear to be Nicki Minaj and Charlie Sheen.  Among other popular searches are Pan Am, Amy Winehouse, Rihanna and Katy Perry.

    When we were children, we dressed up as witches, robots, zombies and the occasional super hero.  Today, we dress up like celebrities.  Maybe this indicates that during college, our behaviors are influenced by ethos more than when we were younger.  The fact that many college students transform themselves into their favorite stars for Halloween may correlate with the general spending habits of people ages 18-24.  If many people are buying things to look like celebrities for Halloween, it is safe to assume that they are buying things related to celebrities for everyday items as well.

    Being in the headlines helps celebrities promote their brand whether it’s intentional or not.  Halloween gives celebrities the greatest opportunity for celebrities to increase their brand awareness.  Those featured in the news and by other media outlets are getting their brand out there.  The people dressing up as these celebrities for Halloween are ultimately walking advertisements for the celebrity they are trying to imitate.

    -Stephanie Bakolia, Claire Outlaw, David Glaubach