H.264/AVC　encoder　achieved　excellent　encoding　performance　of　at　the　cost　of　increased　computational　complexity　and　falling　encoding　speed.　In　order　to　overcome　poor　real-time　encoding　performance　of　video　encoding,　aiming　at　computing　redundancy,　based　on　the　integration　of　visual　selective　attention　mechanism　and　low　complexity　encoding　of　information　analysis,　making　use　of　the　macro-block＇s　motion　characteristics,　a　low-complexity　motion　estimation　scheme　is　implemented　in　this　study.　The　simulation　results　show　that　the　approach　encoding　effectively　resolves　the　conflict　between　coding　accuracy　and　speed,　achieve　reduction　of　23.11%　motion　estimation　encoding　time　on　average　compared　with　UMHexagonS　algorithm,　which　effectively　maintains　good　video　quality　and　overall　improves　the　encoding　performance　of　H.264/AVC　video　encoder.　©　2013　Asian　Network　for　Scientific　Information.