Sunday, November 11, 2007

Dual Coding

The dual coding theory states that processing for verbal and non-verbal inputs for humans are equal. Paivio (1986) states: "Human cognition is unique in that it has become specialized for dealing simultaneously with language and with nonverbal objects and events. Moreover, the language system is peculiar in that it deals directly with linguistic input and output (in the form of speech or writing) while at the same time serving a symbolic function with respect to nonverbal objects, events, and behaviors. Any representational theory must accommodate this dual functionality." That is a serious definition. For the sake of advertising, this theory implies that it is important to code the message you are trying to convey in different styles. This will allow for more people to be reached by your message.

One example of dual coding I have noticed in advertising this week is in a commercial by a camouflage company, Mossy Oak. The commercial shows different hunting backgrounds where the hunter is slowly made visible to the viewer. This is a direct appeal to images, so the potential buyer can see how effective the product is suppose to be. Second, during the whole commercial they are whispering. This is to make you think you are actually in the woods, and one with the commercial. I felt this commercial was especially effective in showing dual coding.

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