Dual Coding Theory

Dual coding theory is used to make information "stick" with viewers. Viewers have difficulty remembering auditory or visual images alone, but when these processes are combined, viewers are much more likely to retain the information. However, the auditory information must complement the visual information rather than compete with it.

One example of a commercial demonstrating dual coding theory is a current Lee's jeans (for her) commercial. The commercial has a catchy song in the background and explains why these jeans fit your curves perfectly. Each part of the advertisement that described the "fit" of these jeans also had the actress doing something to demonstrate this. When the ad was talking about the slender fit of the legs, the actress was twirling around where the camera could get a great shot of her elongated legs. When the ad was talking about a slim waist, the actress was playfully shaking her hips. These images, along with the speaker and the fun music, makes the viewer remember these jeans as easy-going and meeting all of her needs.

Another example of a dual coding commercial is the Invisalign (alternative to braces) commercial. This commercial will have more impact than a radio ad discussing the process or pictures alone because the actors were smiling and enjoying themselves while the speaker discussed the many benefits of Invisalign. The viewers will now connect Invisalign to perfect smiles and good times.