Intertextuality

Intertextuality is based on the assumption that music videos have a certain cinematic feel to them. This may also include elements of fashion, art and photography as well as cinema. Music directors choose to do this as it gives the music video a familiar atmosphere. This also includes synergy of soundtrack releases. An example of intertextuality is Avril Lavigne's Alice (Underground) music video. This is a clear example of intertextuality because it is completely based around the film Alice in Wonderland that came out in 2010. It was also used as a synergy technique to promote both.

There are a lot of refertances to the Alice in Wonderland (2010) film throughout the whole video. Some examples of this are:

 The bunny from wonderland is shown in one of the first shots and Avril Lavigne follows it , similar to the original story.....









There are shots of the Cheshire cat which also links in with the original Wonderland and the film.

This scene is from the actual film as she is falling down the hole.

She goes into a mysterious forest giving us the impression that she is going into Wonderland...

She is in the rabbit hole, strongly referencing the film and original book....

 In this shot we can see Avril Lavigne taking up the character of "Alice" from Alice in Wonderland and as well as that we can see the mad hatter and the original table from the film - their tea party...

In this shot we see she is in a forest again surrounded by massive mushrooms relating strongly to the film and book again.