Promotion via the Music Video

Lady Gaga used marketing via digital technology when producing music videos in order to promote each of the 5 singles that she released from the album 'The Fame'. These music videos were cleverly designed in order to gratify her target audience with a specific mode of address. An example of this is visible in the music video of 'Just Dance' is when she personally identifies with them. Gaga uses models of behaviour similar to those of her target audience as she gets ready to go out, goes to a party and dances, this targets an audience of 15- 25 year olds as they also go to and desire to go to parties and dance. Gaga also uses social interaction to get her audience to express their feelings about the video 'Paparazzi' using word of mouth. GaGa engages her audience to talk about the video by wearing a metal costume, this would gratify her audience to talk about the video because they will talk about the metal costume. This could also engage her audience in The Watercooler Theory.