They don't call Madonna the Material Girl for nothing. She's definitely a self-promoter when it comes to her music.
Better yet, when she does this, it's never the same advertised persona. Take, for example, when she first came onto MTV and performed "Like A Virgin" at the 1985 VMAs versus her perceived persona in 1997 when she released Ray of Light.
That's what makes Madonna a rather timeless figure in music and pop culture history: She knows how she's selling her product -- her music. In this case, however, she's trying to sell you onto a various product by using both her name, likeness and overall persona. Smart move, Madge.