Dual Coding Theory

I think that this ad is a perfect example of the use of dual coding theory. This Nike advertisement uses both images as well as text to convey their message to the target audience. Out of the three cognitive systems we use, the first system processes language. This ad is a good representation of that. The first things the viewer sees are the phrases "practice like champions," and "we believe." After this first process, the second system that processes visual displays starts to work. The feel of a sports locker room is conveyed. All of the visual displays coupled with the text leads to a compelling advertisement. It is a Nike football ad in particular. The feel of a football locker room is clearly conveyed through the use of the dual coding theory.