Google Chrome Advert – Featuring Lady Gaga

1. Google Chrome Advert – Featuring Lady Gaga Charlie Alexander

2. Brief description of the advert - What happens? • In the advert you see lot’s of covers of the song ‘The Edge Of Glory’ by Lady Gaga. • You also see Gaga doing some sort of Dance workout on the Golden Gate bridge. • During the advert, she is posting on her website how her fans inspire her, that she wants all ‘little monsters’ to stay strong. And to put their paws up.

3. Give a detailed description of the target audience for the advert • This advert is a bit different compared to adverts, as it’s only targeted to fans of the superstar Lady Gaga whom she has named as Little Monsters. These fans are made up of mainly the gay community and social outcasts that do not really fit into any ‘tribes’ as they are a varied mixed group of people, yet they consider themselves as their own tribe and ‘family’

4. Explain why you believe this to be the case – give detailed examples from the advert. I, myself believe that this case is true because I fit into the demographics of this advertising product as a fan myself. Lady Gaga is a big role model to the LGBT community and I support gay rights too, she’s trying to get gay marriage legalised in America and the world because she is trying to get worldwide equality. ‘No matter gat straight or bi, lesbian transgender life I’m on the right track baby I was born to survive. No matter black white or beige, Chula or orient made I'm on the right track baby I was born to be brave.’ This is a line from her song Born This Way which is a appeal to the world to accept people for whom they are, which I totally agree with.

5. What is the message in this advert? Explain what makes you say this. How does the message relate to the target audience? • The message in the advert is that whoever you are, you can communicate with anybody using Google Chrome, you can support artists or just talk to people. ‘Google Chrome, what ever you want it to be.’ is the slogan at the end of the advert as you can literally use it for anything. • The message relates to the target audience of ‘socially awkward little monsters’ is that you can support anybody no matter who you are or where you come from, you have to ‘stay strong’ and keep your ‘paws up’

6. Comprehensively explain the lines of appeal used in this advert. Include really detailed specific examples from the advert to illustrate your points. • The lines of appeal in this advert is for everybody can be who they want to be thanks to this advertisement. No matter who you are, what colour your skin is or what your sexual orientation is, you belong in the world and you deserve to have a say in life and especially on the internet where most of the ‘little monsters’ are based. • During the advert she types on the laptop ‘Stay Strong Little Monsters!’ as a role model she is trying to get into the minds of her fans by making it seem that she is there for every one of her fans, no matter what the situation is. • And lastly she says ‘paws up’ which is the signature sign for little monsters worldwide as she wants people to accept whom they are.

7. Comprehensively explain the persuasive techniques used in this advert. Include really detailed specific examples from the advert to illustrate your points. • In the advert, it’s subtly asking the audience to start using Google Chrome if they don’t already by having their biggest idol use it, this works with most celebrity endorsements as fans of the celebrity aspire to be like their role model, which involves doing what they do, in this case it’s using Google Chrome as their leading search provider and way of communication etc.

8. How do these persuasive techniques relate to the target audience for the advert? • These relate to the target audience again by using the target audiences aspirations as a tool in getting into the minds of the viewers. • It’s quite persuasive if your role model is telling you to stay strong, keep dressing how you do as that ‘inspires her’ and to keep your paws up. This is very personal to Little Monsters as it seems that she is talking to you directly. Not millions of other people across the globe.

9. Conclusion • Media producers target specific audiences with their products by making all the advertisements seem direct to the viewer and personal as if it is all relating to them and nobody else. They make it appear to the viewer that the advert is only talking to them and it makes the viewer want to buy the product or use it more than another leading brand. • An example with the Google Chrome advert is that they’re using an entire fan bases role model to target a massive audience, it’s been proven that Lady Gaga has the largest fan base of well over 19 million people. So if the advertisers target these people they’ll get a lot of interest from millions of people.