Analysis Of "Defamiliarization" Strategy Of Xu's Post-modernism Advertisements

The advertising works created by Xu Shun-ying and her team,as well as the "Xu's " advertising style,created an indelible influence on the advertising industry in Taiwan in 1990 s,and have also become an immortal classic in the history of Chinese advertising.At the end of the last century and the beginning of this century,many experts and scholars have done a lot of research on "Xu's style" and Xu's advertising works.Some scholars have named it as "ideological advertising",and some have studied it as "post modernism" or "postmodernism" advertisement.I tend to attribute it to "post modernist advertising".The reason why Xu's advertisement is "postmodernist advertisement" is mainly because it has always revolved around the ideological core of postmodernism,that is,postmodern consumerism and postmodern feminism.By means of the consumption legislation,the advertisement has made the advertisement a high sense of fetishism in a consumer society.By shaping a series of female images to get rid of the "gaze" and putting forward a feminist approach to get rid of the "gaze",the advertisement has the avant-garde sense of postmodern feminism.From these two aspects,the core idea is to Postmodern advertising advertising.There is a profound origin between postmodernist advertising and "Defamiliarization".Postmodernism is often regarded as a creative style."Defamiliarization" has become a technique and strategy to present the creative style of postmodernism.As a postmodernist advertisement,the reason why Xu's advertisement has become an immortal classic is that it adopts the creative strategy of "Defamiliarization",separated from other contemporary advertising works,and conveys some ideology to the new and unique aesthetic experience.An appreciating person.Specifically,the "Defamiliarization" of Xu's postmodernist advertisement is mainly embodied in three aspects,which correspond to the three "Defamiliarization" theory results of Shi Ke Lovskey's "difficult shape","the effect of alienation" by Bly Hitt,and the "new sensibility" of Marcuse.First,Xu's advertisement creator uses the deconstruction of this "Defamiliarization" technique,making the advertisement writing language show a kind of "unfamiliar familiarity" after the word collocation habit is "crumbled","scattered" and "reorganized" of the language fragments.The advertisement image shows the "heterogeneous" element collage,ideology "impermeable".After all,"familiar strangeness" reflects the strange familiarity and familiar strangeness of Xu's advertisement in general.Secondly,Xu's advertisement creator used the "strangeness" technique to create a "curtain" between the art of advertising and the reality.It also made the advertisement of Xu's advertisement have the effect of "Replacing" the reality with the appreciators,and the effect of "replacing it" with the reality.It follows a certain pattern.Finally,Xu's advertisement adopts the "Defamiliarization" strategy of desire appeals.It realizes this desire demand through the break up of reason,the opposition to the abstinence and the relationship between desire and the emotional experience of people.It also obtains the recognition of the ideology of consumer doctrine at the same time of making people get "new sensibility".