The present research explored the applicability of dual coding theory in Chinese context through a group of five experiments. The result demonstrated that the concreteness effect was confirmed in both the Chinese word and term level, but the memory decay phenomenon was fully confirmed only in the Chinese word level. The pronunciation and/or form similarity increased abstract word recall but decreased the concrete word recall regardless of recall time, resulting in the disappearance of concreteness effect and memory decay phenomenon in the pronunciation-and-form similarity word group.