Dual Coding Theory

Learning about the Dual Coding Theory this past week has been very interesting. I have never taken and sort of marketing class, and therefore was unfamiliar with this theory. Even though it completely makes sense, I had never thought about the fact that putting words and text in an ad, would give the audience a deeper association.

After looking at some ads around Clemson, I realized that almost everything that I saw contained pictures to capture the reader's attention and then text to deliver the important information. A lot of the pictures were intended to evoke emotion in the audience. This is a very good tactic because if the reader has something to tie the information to, it will stick for a longer amount of time. Also delivering text in creative ways will help distinguish some ads from others.

One aspect of the dual coding theory that was very intriguing to me was the fact that if you have an experience to relate the information to, it will make a more lasting impression. Normally, when I read advertisements, I read them really fast and then never think about them again. Some things that would stick in my head would not necessarily stick in other peoples heads. This opens another aspect of advertising. It is very important to research your intended audience and see what they would most likely have in common. This way, you audience would have a greater chance in retaining the memory and therefore remembering your advertisement.