The intertextuality in a music video is when another producer is referenced in some sort of way. For example, if the singer is wearing a Rolex watch. This is used to advertise a product for another company.
Example
Avril Lavigne - Rock N Roll
The video starts out with advertising the Sony Xperia waterproof phone, this is because Avril Lavigne is sponsored by Sony. The music video is about Avril Lavigne fighting a bearshark, and is shown in a very comic book like manor.
Robbie Williams - You Know Me
This video is set in a sort of Alive in Wonderland style, where Robbie Williams is the role of the rabbit. This gives credit to the film, in the music video. At the end of the video, there is a shot with the Metro-Goldwyn-Mayer trademark, which has been replaced with the Rabbit from Alice in Wonderland.
Taylor Swift - Love Story
The music video follows the story of Romeo and Juliette, the reason this video was made was because she wanted to write a story about a 'forbidden love' which should be hidden.
Intertextuality is often used to show the meaning of a song, but it is not always what intertextuality does for all songs. It can make up the story for the audience, and appeal to a wider range of people.
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