The dual coding theory explains the importance of using visuals in addition to words as a way to effectively communicate. This theory is commonly used in advertising in the world today. When reading US weekly, I came across a few advertisements. An Absolut advertisement displayed a highway with heavy moving traffic in the direction of New Orleans. In large font across the middle of the page it read: "In an Absolut world". In small font on the bottom right of the page the following sentence is displayed: "One spirit brings back together. Absolut New Orleans."
I think that this advertisement is somewhat confusing at first glance. Because of the very small font that is almost hidden at the bottom of the advertisement, it looks as if it is promoting drinking and driving. For this reason, dual coding has the ability to add confusion to advertisements. However, when read very closely the advertisement is actually conveying that the Absolut spirit of this alcohol has the power to bring a city back together.
In my honest opinion, I think that this advertisement is a little far fetched. On that note, it does not really convince me to purchase this alcohol the next time I'm at the liquor store. Overall dual coding can be extremely effective and definitely catches the readers attention. However, it must be carefully displayed in order to be persuasive to shoppers.
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