It is about using a symbol which the audience may already recognise to create something they have remembered over a long period of time or even new meanings. It's probably more noticeable in the music video than in any other media form, with the exception of advertising.
In the example below, Maroon 5's video 'Moves Like Jagger' includes intertextuality as it includes The Rolling Stones lead singer Mick Jagger who made an appearance in the music video via archive footage. The reason for this was that Maroon 5 wanted to expose the rock legend to a new generation of fans. Levine even told MTV News ' We were lucky enough to get Mick's endorsement [for the video], as far as him giving us access to a bunch of different footage.' For the new generation the footage will be rare as to the older, dedicated fans of The Rolling Stones some will recognise it and will activate their memory.
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