Intertextuality

Intertextuality is a concept of borrowing from, modifying and recycling other media texts to create a new text.  This is used a lot in different music promo videos as it can be very entertaining for the target audience to watch and makes them more likely to what it again.

Madonna and Marilyn Monroe

A good example of intertextuality is Madonna's music promo 'Martiral Girl'. The conpect for this video was borrowed from Marilyn Monroe's performance in 'Gentlemen Prefer Blondes'.

In this music promo Madonna borrowed all of the orginal idea including costumes and movement. This has been done becuase Marilyn Monroe is such an icon and hero to many females across the world, so by doing this music promo Madonna was show respect for her hero but also getting her audicne to see Madonna in the same way as Marilyn is viewed. Also it makes the video appeal to an even larger audicne becuase Marilyn is so well known across the world.