Intertextuality in music videos

Intertextuality refers to the way in which texts gain meaning through their referencing or evocation of other texts, that producers assume audiences will recognise. Advertising and music videos are two genres that rely heavily on the use of intertextuality to achieve a particular effect. Often this borrowing of a text to link it to a second one is stylistic. This means that a text will mimic or otherwise copy certain stylistic features of another text. Usually this is done in order to create a particular impact, although there may be instances where this borrowing may seem simply a matter of convenience to give a music video, for example, a particular look. A few examples of music videos that use intertextuality to draw in the audience are shown below:

This video uses intertextuality to attract the audience, as it relates back to Rebecca Black's song 'Friday' as the lyrics of the song also talk about friday nights, and seeing as Rebecca Black is also in the music video, this draws in the audiences attention.