I think he means the size of the photographed object, such as the bottle, in the reproduced image.
His goal, which is stated but perhaps not clearly, is that the perspective (relative dimensions) of the object should be reproduced accurately for the viewer, from the viewing distance that is likely given the image medium. So in the example of a poster, he assumes that you're going to be looking at a poster from 4 meters away, and that the size of the bottle image in the poster is 80cm high. The physical bottle is 30cm high. To maintain the perspective, you should put the lens at (30/80) * 400 = 150 cm from the bottle when photographing it.
If for example you put the lens/camera a lot closer than 150 cm, the photo would be looking down into the bottle bottom and up into the bottle top, more than the viewer of the poster would normally see. This is kind of a subtle point and obviously only applies to 3-d objects - if you were photographing a 2-d subject onto flat film, it wouldn't matter.
These kinds of perspective distortions are useful to think about, though. This is why the usual advice for photographing people (especially headshots) is to use a short telephoto such as 85-105mm on 35mm film - it makes you stand further away, compressing the subject's perspective. If you use a wide angle lens and stand close, it exaggerates the 3-D structure of the face, which of course we've all actually seen when standing close to a person, but our brains compensate for it in a way that is hard to do when looking at the 2-D photo.