Why did Ellie Goulding change her image with her third album?

I became an Ellie Goulding fan after hearing her song Lights and thought she was nice but I didn't get an album of hers until I saw her third album for Black Friday on sale and I got it for Christmas. But as I listened to it I saw that Ellie Goulding was trying to be like Janet Jackson by having a more mature sound and image. When she first came out Ellie Goulding was cute and sang nice songs with good lyrics and so I think that her third album was meant to show fans Ellie's new image. Another thing I found out is why did Ellie Goulding's third album have a Parental Advisory label when there is only two songs with swear words? But I think this was the start of Ellie's mature image