Evaluation of the Concept of Defamiliarization in Michel Battori's Posters

Defamiliarization is one of the most prominent ways to create creativity in graphics. This method is an attempt to disrupt the repetitive visual habits. Defamiliarization in the visual arts leads to the creation of completely new concepts that may draw more attention to the visual work. Defamiliarization is among the most efficient, effective, and creative ways to create communication in graphic design, especially posters. The graphic designer can use defamiliarization techniques to benefit from visual combinations and transformations deliberately and subtly to achieve a new meaning. These techniques which are called Visual figures of speech include fusion, alignment, substitution, change of function, deletion, personification, humor, and exaggeration. This study aimed to investigate the present works of "Michel Battori" to answer the following question: What visual figures of speech Michel Battori has employed most to create his posters? "Ahmadi" (1996) addresses the similarities between modernism and defamiliarization in his book titled "The Truth and Beauty "and considers defamiliarization as one of the most important aspects of modern art. Moreover, "Shafiei Kadkani" (2012), in an essay entitled "Defamiliarization," elaborates on the position of this approach in the literature and believes that all innovations in the field of literature and art, except in some rare cases, results from defamiliarization.  "Sedghi" (2010), in his doctoral thesis entitled "Analysis of Factors and Elements Influencing the Message in Illustration" deals with the effective role of visual figures of speech in graphic design. In the same line, the book "Blue Elephant's Guidelines for Seeking Idea" by "Niroomand"(2011) is among the rare books which help students seek ideas in creative ways. In addition, he briefly addresses visual figures of speech in this book.