Sunday, November 11, 2007

Dual Coding Theory


There are numerous examples of Dual Coding Theory that can be found in advertising today. Two advertising campaigns immediately come to mind when it comes to relating verbal and visual communication, Enzyte commercials and HeadOn commercials.

Enzyte is a non-prescription pill for "natural male enhancement." Their commercials feature a man, "Bob" who has taken the pills and now feels so much better. The commercials are full of innuendos regarding male enhancement. These imagines take the form of everyday situations that Bob is in, but can have more than one meaning, one of the main ideas behind Dual Coding Theory. There are also verbal innuendos throughout the narrators speech about Enzyte.

HeadOn is another non-prescription product, but for head aches. Their commercials take different approach. They use repetition as a tactic, by saying "Head On, apply directly to the forehead" numerous times in a row, throughout the commercial. Dual Coding Theory comes into play here since imagery is used as well. As the narrator along with a group of people chant how to use the product, the consumer views a person using the product.

1 comment:

Anonymous said...

Great choices here! I love that you included the pic too!