Its often self referential however it frequently uses allusions and inter-textuality which gains the audiences attention by engaging with them therefore the target audience is someone who's literate of other media texts so they would understand the meaning.
One example of this is The Clashes album cover art allusion to Elvis Presley's album art.
In this we see the Clash use the same style font and colouring plus also use a black and white in action photograph to promote their album.
To understand this there are three types of of allusion, parody, satire and pastiche.
A parody is used to mock a text, satire is to create a political statement and pastiche is a homage (celebration) of the text.
In this particular example it would be pastiche as they are celebrating Elvis Presley's great achievements in music who is commonly referred to the "King of Rock 'n' Roll" therefore its most likely to assume The Clash are paying respect to him as he is one of there inspirations and they

him.
Some interesting ideas, here.
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