Wednesday, November 7, 2007

Dual Coding

I was unable to post this until now.
Answers.com defines the Dual Coding Theory as: a theory of cognition was first advanced by Allan Paivio of the University of Western Ontario. The theory posits that both visual and verbal information are processed differently and along distinct channels with the human mind creating separate representations for information processed in each channel.

In this century, our generation is regularly bombarded with all sorts of dual coding. To me, one of the most obvious examples of duel coding occurs in self improvement adds, such as diet or exercise machines. In such adds the depict overweight people who are extremely unhappy. These people use all types of dual coding to convince you that they are unhappy. They will talk in a sorrowful voice, have poor posture and frown up until the moment you see them "after using the product. After using the gym or taking pills the people are transformed. They now smile, talk in chipper voices, have good posture, and the women may even begin to wear make up again.

It is sad but, we are greatly affected in our thinking when we observe dual coding in action. Even if the people watching this commercial are not overweight, they may believe they are. Then they begin to worry that they appear to others just as the overweight people appear on TV, sad and unhealthy.

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