Dual Coding Theory

Dual coding theory is can be used in many types of commercials. I believe this theory is very important to advertising because it appeals directly to the senses. When something is tied to memory, it can be easily remembered.

One company that uses this theory effectively is Olive Garden. Their commercials always feature pictures of their dishes, which initially appeal to the eyes. After the picture is in the viewer's head, he begins to recall the flavor and aroma the dish.

Another company that implements this theory is Ikea. In Ikea's commercials, they present many bright patterns and textures which give their relatively cheap products visual appeal. People can remember these products better because the colorful images remain in their memory longer than those of other, more mundane furniture commercials.