Dual Coding Theory

Marketers frequently take advantage of dual coding theory to encourage their audiences to use the advertised product or service. Establishing connections between visual and verbal processes enables people to remember an advertisement more effectively than they would if marketers appealed to only one of these systems, i.e., visual OR verbal. For example, Dove is currently running an ad in popular magazines for the Dove Beauty Bar. The main claim is that this soap, rather than being dry, leaves skin "soft and supple." Two different bars of soap are pictured. The potential customer can visually distinguish the difference between the bars of soap. One is smooth, round, (pure) white, and is imprinted with the image of a gracefully flying dove. The other bar of soap is cracked with a flaky texture. It appears large, bulky, and heavy. It possesses a somewhat dirty, yellow tint. The visual impact alone clearly distinguishes the two different soaps. However, by appealing to a customer's verbal processes, the advertiser can successfully convey the company's idea of each bar of soap. Written below the clean, white bar is the word "beauty." Below the yellow, cracked soap is the word "beast." The images and the words work together to make a statement. The marketing team for Dove uses dual coding theory to reinforce the idea that the Dove Beauty Bar is different (and better) than any ordinary soap.

Phase 1. Complete!

Our group work from Phase 1 of the project has given me the impression that working with others can be easy and productive. Every member of Habitat Helpers seems to be eager to contribute her time and effort to make the project successful. I don't think I've ever had a group project in college flow as smoothly as this one. I lucked out with having these girls in my group. I guess the hardest thing that we've faced is finding a time when we can all meet. We're all busy--especially me. It's frustrating that when everyone else is available, I can't meet because I'm studio. I think if we can continue working hard in phase 2, the project will turn out well. I look forward to it.