Advertising Words "strange" To Explore

"Defamiliarization"is the core concept of Russian Formalism and principle of Formalism Method. In 1916,Victor Shklovsky advocated the theory of"Defamiliarization"。The Russian Formalism think that, the artistic developing process is a process of abandoning the unceasing unconsciousness of feeling, and extending the surprised feeling, they tried to use it as a method of summarizing complicated feeling and expressing phenomena. From the point of view of Formalist, the art means to become"Defamiliarization", that is to say, art makes itself more difficult .In the final analysis is the process of transforming standard, custom into defamiliarization ,as well as a process during which the new and old forms change unceasingly ."Defamiliarization"is not the mechanical irrevocable category, but an unceasingly constructed concept which changes according to the context."Defamiliarization", first advanced in 20th century's western critique, is practiced in art creation at all times and in all lands, not absolutely owned by a certain times or a certain nationality. As a general principle, it has solid and comprehensive psychological base,"Defamiliarization"is fully used at every level of art works and embodied in every direction and aspect. As Victor Shklovsky said ,"where there is image there is'Defamiliarization'".From the 20th century , advertisement has developed from Classical advertisement to Modern advertisement, and to Postmodernism advertisement . Advertising discourse emphasized manufacture at one time, but now it begin to emphasize the brand manager. In this period , Advertising discourse are transforming by"Defamiliarization". Modern advertisement are showing itself by new discourse. The function arrives to emphasize performance character, interest for the appearance of core from the performance product, experience, advertisement words of the modern progress presented it special"I am unfamiliar to turn"trend. Pass continuously the sense of vision art form of"I am unfamiliar to turn"to express oneself, have become a kind of important direction that the modern advertisement develops.The Advertising discourse include language,character,image,vocality ,and so on. It passes its special words contents, form to incline to with"I am unfamiliar to turn", presenting the characteristics and the regulation of oneself that differs from general words. Advertise the words innovation very strong, the indetermination of the rule fluctuation and words meaning is also very big, this investigated to advertise the words"I am unfamiliar to turn"to provide for us an opposite vast of terrace.The article altogether divides into three parts: by brushing up the development and changes of"Defamiliarization"in western literature critique, the first chapter mainly develops it into a kind of theory with methodology significance; By narrating the trandsformation of advertisement art from classic to modern, the second chapter obtains a clearer understanding in Defamiliarization from the concrete advertisement history; On the basis of the former two chapters, the third chapter comes to the dissimilar characters of the Advertising discourse.Unscrambling the advertisement art from the western angle of Defamiliarization theory may be form the description logic in advertisement art experience. It has provided a contradictory dynamic process about the esthetic psychological experience from automation to defamiliarization .The Defamiliarization is not the mechanical irrevocable category, but an unceasingly constructed concept which changes according to the concrete context.