Realizing Imagery: A Retrospective Examination of Dual Coding Theory

1996 ◽  
Vol 41 (6) ◽  
pp. 587-588
Author(s):  
Valerie A. Thompson
Keyword(s):  
Coding Theory ◽  
Dual Coding ◽  
Dual Coding Theory ◽  
Retrospective Examination

Future developments in IMC: why e-mail with video trumps text-only e-mails for brands

2017 ◽  
Vol 51 (3) ◽  
pp. 627-645 ◽  
Author(s):  
Angeline Close Scheinbaum ◽  
Stefan Hampel ◽  
Mihyun Kang
Keyword(s):  
Social Media ◽  
Information Processing ◽  
Coding Theory ◽  
Marketing Communications ◽  
Dual Coding ◽  
Verbal System ◽  
Dual Coding Theory ◽  
Content Type ◽  
Short Video ◽  
E Mail

Purpose Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications. Design/methodology/approach Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand. Findings The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile. Research limitations/implications An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text. Practical implications Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors. Originality/value Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

scholarly journals On the benefits of multimodal annotations for vocabulary uptake from reading

2021 ◽  
Author(s):  
F Boers ◽  
Paul Warren ◽  
Georgina Grimshaw ◽  
Anna Siyanova
Keyword(s):  
Language Learning ◽  
Coding Theory ◽  
Word Meaning ◽  
Single Mode ◽  
Dual Coding ◽  
Computer Assisted ◽  
Computer Assisted Language Learning ◽  
Dual Coding Theory ◽  
New Words

© 2017 Informa UK Limited, trading as Taylor & Francis Group. Several research articles published in the realm of Computer Assisted Language Learning (CALL) have reported evidence of the benefits of multimodal annotations, i.e. the provision of pictorial as well as verbal clarifications, for vocabulary uptake from reading. Almost invariably, these publications account for the observed benefits with reference to Paivio's Dual Coding Theory, suggesting it is the visual illustration of word meaning that enhances the quality of processing and hence makes new words more memorable. In this discussion article, we explore the possibility that it is not necessarily the multimodality per se that accounts for the reported benefits. Instead, we argue that the provision of multimodal annotations is one of several possible means of inviting more and/or longer attention to the annotations–with amounts of attention given to words being a significant predictor of their retention in memory. After reviewing the available research on the subject and questioning whether invoking Paivio's Dual Coding Theory is an optimal account for reported findings, we report an eye-tracking study the results of which are consistent with the alternative thesis that the advantage of multimodal glosses for word learning lies with the greater quantity of attention these glosses attract in comparison with single-mode glosses. We conclude with a call for further research on combinations and sequences of annotation types, regardless of multimodality, as ways of promoting vocabulary uptake from reading.

scholarly journals The Effects of Computer-Assisted Learning Based on Dual Coding Theory

Symmetry ◽  
2020 ◽  
Vol 12 (5) ◽  
pp. 701
Author(s):  
Xianghu Liu ◽  
Chia-Hui Liu ◽  
Yang Li
Keyword(s):  
Language Learning ◽  
Coding Theory ◽  
Dual Coding ◽  
Traditional Learning ◽  
Computer Assisted ◽  
Computer Assisted Learning ◽  
Dual Coding Theory ◽  
Modern Computer ◽  
Learning Attitude ◽  
Post Test

This research explored the integration of dual coding theory and modern computer technology with symmetry into a vocabulary class to improve students’ learning attitude and effectiveness. Three research questions are addressed in this research on the effects of computer-assisted learning based on dual coding theory (DCT). This experimental research was carried out in a high school in a remote rural area in China. The study was conducted in two parallel classes (the experimental and the control) in Grade 8 with a total of 88 students. Our research methods included pre- and post-test, questionnaires, and an interview with symmetry as the focus to obtain the results as follows: (1) Using the integration of computer assisted language learning (CALL) and DCT to effectively improve students’ learning attitude, (2) transforming students’ traditional learning methods into the dual coding method, and (3) enhancing students’ vocabulary learning effectiveness.

Theoretical Issues concerning Superiority of Pictures over Words and Sentences in Memory

1986 ◽  
Vol 63 (2) ◽  
pp. 783-792 ◽  
Author(s):  
Susumu Kobayashi
Keyword(s):  
Coding Theory ◽  
Theoretical Development ◽  
Dual Coding ◽  
Semantic Model ◽  
Levels Of Processing ◽  
Dual Coding Theory ◽  
Basic Assumptions ◽  
Theoretical Issues

4 recent theories concerning the superiority of pictures in memory were reviewed, that is, the basic assumptions and problems of dual-coding theory, levels-of-processing view, the sensory-semantic model, and propositional theories were discussed and evaluations made. Then problems and further tasks in memory for pictures were discussed and suggestions for theoretical development were offered.

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