Dual Coding Theory

Dual coding theory discusses three systems that function together when someone reads to process language and visual displays and then to connect the two.


In this Nike ad, dual coding theory is implemented. In this ad, the first system, which processes language, takes into account the words: "PRACTICE LIKE CHAMPIONS" and "WE BELIEVE". The second cognitive system, which processes visual displays, looks at the picture. In this case, we see red, white, and black colors on what appears to be a brick wall and door. The third system activates mental representations of what is being read and connects the elements from the first two cognitive systems. We can put together all of the elements to see that the ad takes place in a gym, and the words are geared towards athletes as a motivational device.