Dual Coding Theory

After assessing a number of different advertisements in print and on TV, I have found that Coca Cola effectively utilizes the idea of dual coding. In most Coke ads, there are elements of both the first and second sensory systems, which, in turn, lead to the third sensory system. One specific example is this 1970 advertisement. By using both text and image reinforcement, the ad is able to illustrate its message very effectively. The first system involved in dual coding, language processing, must be ultilized by reading the phrase: "It's the real thing. Coke." This phrase is concise and easy to process, but it would not be fully effective without the picture to reinforce it. The second system, which processes visual displays, must be used to understand the picture. The Coke bottle is pictured with pure, natural food like cheese and fruit. The third system involved in dual coding ties the first and the second together. This system will allow the person to incur that the ad is attempting to suggest that Coke is the "real" thing, like cheese and fruit. By using both imaging and words to convey a point, this advertisement effectively uses the theory of dual coding to appeal to its viewers and form a distinct impression in the minds of potential consumers.