The relative size of the text on this sign is a semiotic code. In other words it shapes our understanding of the message. The phrase “And Keeping Costs Down” has greater visual presence– and thus signifying power– than “helping to keep people healthier”.

Other codes include the color blue and the image of the woman. In terms of the latter, note that the model pictured is older and she has a pony tail, a sign connoting youthfulness and action. She’s apparently next to a weight rack, which by the principle of association “belongs” to her. So “helping to keep people healthier” (not healthy, healthier) has been relegated to the realm of personal exercise. “Healthier-ness” is asserted as the responsibility of the individual (“lifestyle”) rather than taking the form of collective, active intervention on the part of a health care system.