Images from magazines and colour supplements accompany a spoken text taken from 'Word Associations and Linguistic Theory' by Herbert H Clark. By using the ambiguities inherent in the English language, 'Associations' sets language against itself. Image and word work together/against each other to destroy/create meaning.

" 'Associations' is a straightforward rebus (a game in which words are replaced by pictures). But the text is so dense (contemporary linguistic theory) and the combination of visual puns so extensive that a simple, unique reading of the film is impossible." -- A.L. Rees, Unpacking 7 Films programme notes.