Dual Coding Theory

Dual Coding theory combines visual and vocal communication to better communicate a marketer's message. Two particularly effective commercials that use dual coding theory come to mind: Mazda and KitKat Bar advertisements.

Mazda's current marketing campaign involves their "Zoom Zoom" slogan. The slogan shows up in the commercial through several different mediums. It is sang throughout the commercial as Mazda's jingle. It is whispered at the end of the commercial by a child and also appears in written form. The road at the very end spells out the words "zoom zoom." The commercial conveys an overall sense of fun, so the consumer gets the idea that Mazda's are sporty and fun to drive.

KitKat commercials incorporate this theory as well. Like Mazda, KitKat incorporates a jingle in their commercials. The jingle is sung along through the duration of the commercial, with the lyrics coinciding with what is going on during the commercial. After the words "gimme a break" are sung, there a pause, or "break" in the song, followed by more lyrics. The visuals in these commercials often include people in ordinary situations, that are taking a break from an activity to snack on a KitKat bar. The group is shown breaking apart a KitKat bar to share. This shows its fun to eat the candy bar and share it with your friends.