MEANING BY ASSOCIATION THEORY ANALYSIS

Ignoring cholesterol

'Ignoring cholesterol' is an advert for Pluravit that appeared in the The Age Good Weekend magazine (13 October 2001).

The ad includes an image of what is perceived as a male whose head is submerged in a sand pit.  With his head buried, he is not looking at anyone who may be viewing the ad.  It could be that he is to ashamed to be seen, that he has something to hide or that he is ignoring a problem by having “his head buried beneath the sand”.

The main text displays “ignoring cholesterol won’t make it go away”.  Instantly the image becomes an example of inherent meaning (hiding) being rejected for a relational meaning (ignoring).

The text explaining, “Half of all healthy men over forty have elevated cholesterol.  And most of them simply ignore it.” Confirms the suspicion of the identity of the person as a male aged forty plus, who is healthy. 

The text agrees that ignorance is “ridiculous” and that by taking the advertised supplement is a better choice “than sticking your head in the sand”. 

It associates good health with being honest with yourself.

It displays that the product as a more than acceptable substitute for improving ones fitness and well-being by displaying a contrasting image showing the alternative, “...Something’s meaning is produced by its similarities to some things and its difference to others”.

The ad features an array of images within the main image of a USA $1 bill.  The image portrays a scene of destruction, that a major event is taking place such as a new world war or the beginning of the end of time.

The ad is one of three with the other two focusing on the Yen and Euro economies’.  It’s use of shocking images concerning money are a reference that the newspaper makes deeper analysis of the financial market and informs readers on political and social events exercising influence on the world economy.

The main text displays, “Understand the real value of money”.  

It wants the reader to be made aware of the events happening around the world and that in global economy prosperity comes at a price, and that the people of Brazil greatly depend on a strong performing USA economy.

This analysis shows how the ad associates a particular series of events can have an impact on ones views to the consequences of their actions.

Within this ad I have removed the key message from the bottom of the image, the original message intended to explain the serious problems that are affecting the economy.  

My intended message on behalf of McDonald's was to portray that even though a customer’s money may be scare and that with all the troubles they may face, this one dollar still has the possibility to make you happy.