Music video analysis #10 - Ava Adore
Act: The Smashing Pumpkins
Track: Ava Adore
Year: 1998
Director: Dom and Nic
Genre: Industrial/ Electronic
Link: https://www.youtube.com/watch?v=9uWwvQKGjLI
Main audience: Due to the adult themes, Gothic performance elements, and explicit language I would approximate the audience demographic for this video do be from ages 18-25 with both male and female audiences. This is due to the non-all male ensemble and gender wide accessibility of the music.
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Relationship between the visuals and lyrics: Throughout the video (and single shot) we see a variety of differing settings/ locations (Movie sets), many of these sets are (Goodwin's lyrical classification theory) purely disjunctive however some of them are illustrative and amplifying. An example of a disjunctive setting would be the white room filled with bald men in white jumpsuits. This has no immediate meaning other than artistic value. An example of an illustrative room in this video would be the first room of a grimy hospital (Conventional of industrial genre) where a woman is seen to be having a baby with the lines "You'll be a mother to my child and a child to my heart". In addition to this there are many examples of amplifying visual lyrical classification can be seen with scene of lovers in the rain (Reminiscent of Billy Corgan and his lover).
Throughout the video there is a large use of low-key lighting which is highly reflective of the Gothic genre and industrial influence of the song. Another example of this Gothic influence would be the costume design. All three band members are seen to be dressed in Victorian Gothic clothing. In addition to this Corgan, Iha and Wretzky all wear makeup which make them look pale and ghostly (Gothic). Corgan himself looks to be almost spectral and his red eye shadow reinforces the notion of him being deathly. This greatly contrasts with the rest of the settings and people in the video, demonstrating the respective band members as individuals in their own right.
The video hosts a number of different effects under the guises of a both artistic and stylistic licence. This is highly evident due to the whole video been shot in one continuous shot with the only change being with the camera movement (Dolly camera on rails). This continuous shot effect meant that all lip syncing by the band had to be done in one take. However throughout the video there is a shift in the pace (Fast paced and slow paced editing) of the movements of the band members. This greatly contrasts from the continuous pacing of the music and static camera movement. This fast and slow pacing of the band members as they negotiate the film set in a creepy manner.
The jolting movements of Corgan connote, anger and creepiness.
Influences: Gothic clothing!
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Relationship between the visuals and lyrics: Throughout the video (and single shot) we see a variety of differing settings/ locations (Movie sets), many of these sets are (Goodwin's lyrical classification theory) purely disjunctive however some of them are illustrative and amplifying. An example of a disjunctive setting would be the white room filled with bald men in white jumpsuits. This has no immediate meaning other than artistic value. An example of an illustrative room in this video would be the first room of a grimy hospital (Conventional of industrial genre) where a woman is seen to be having a baby with the lines "You'll be a mother to my child and a child to my heart". In addition to this there are many examples of amplifying visual lyrical classification can be seen with scene of lovers in the rain (Reminiscent of Billy Corgan and his lover).
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| Illustrative - "You'll be a lover to my child and a child to my heart, we must never be apart". |
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| Disjuncture |
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| Amplifying (Two lovers) |
The video hosts a number of different effects under the guises of a both artistic and stylistic licence. This is highly evident due to the whole video been shot in one continuous shot with the only change being with the camera movement (Dolly camera on rails). This continuous shot effect meant that all lip syncing by the band had to be done in one take. However throughout the video there is a shift in the pace (Fast paced and slow paced editing) of the movements of the band members. This greatly contrasts from the continuous pacing of the music and static camera movement. This fast and slow pacing of the band members as they negotiate the film set in a creepy manner.
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| Contrasting costumes to the urban background |
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| Gothic costume and make-up reveals dark lyrical content, |
The jolting movements of Corgan connote, anger and creepiness.
Influences: Gothic clothing!
"Victorian Gothic clothing" - detail? Some comparison with your mise-en-scene?
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