Application Of Defamiliarization Theory In The Design Of Film And Television Advertisements

In the Internet era,advertising information is everywhere,it is inevitable for the public to appear advertising information fatigue syndrome,advertising effect is blunt,so it is particularly important to attract the attention of the target audience.Based on the theory of defamiliarization,this paper discusses the relevance and universality of defamiliarization theory and advertising design,and focuses on the application of defamiliarization theory in film and television advertising.Through the study of defamiliarization theory,it is found that its core fits with the characteristics of modern advertising design.Both emphasize breaking rules and finding unique differences to create fresh,surprising effects that attract the audience’s attention.Based on this summary,the defamiliarization methods of film and television advertising mainly include: material difficulty,material deformation and structure delay.Advertisements designed through defamiliarization are usually characterized by exaggeration,disorder,anti-convention and visual disturbance.This paper applies the theory of defamiliarization through the practical creation of the series of film and television advertisements of Samsung Creative Language,indicating that defamiliarization has methodological significance for the creation of film and television advertisements.Defamiliarization can enrich the visual presentation of film and television advertisements,attract the audience’s attention,increase the audience’s perception of advertising information,and thus improve the advertising communication effect.