Dual Coding Theory

Being an elementary education major, I am familiar with the Information Processing Theory that we discussed in class on Monday. However, I did not know anything about the Dual Coding Theory. I think it is interesting how these two theories work can together in the marketing world. Excellent marketing is an art that is most effective when script and visuals are combined together to portray an idea. At first glance, words are just words, but when accompanied by a picture, words can rapidly activate an emotional response in people.

After flipping through a few magazines, “Everyday with Rachel Ray,” “All You,” “Glamour,” and “L.L. Bean,” I discovered how images when accompanied with words are extremely persuasive in advertising. Marketers market perfume adds perfectly because they include words, images, and smells. The Estee Lauder advertisement for Pleasures Delight has a large image of Gwyneth Paltrow smiling with her long blond hair flowing in the wind. People are initially interested in this image because of her beauty and fame. As the viewers look more closely at the advertisement, they will see that Gwyneth is offering luscious deserts of red strawberries, vanilla cookies, and strawberry iced cupcakes to the viewers. She looks very kind and welcoming. Marketers are targeting viewers’ sense of taste through the food images. As the viewers flip the page, marketers grasped the viewers again by targeting their sense of smell through the sweet aroma of Pleasures Delight. I love how the advertiser writes on the fold out for the sample perfume, “Experience Estee Lauder Pleasures Delight”. What a captivating and inviting line. The marketers of Estee Lauder are evidently well-versed in using the Dual Coding Theory. Now I even want to go out an buy this perfume.