THE HEALTH REFORM ADVERTISEMENTS - WHAT ARE THEY ALL ABOUT WHAT WILL THEY MEAN TO YOU

In June and July of 1993 the Ministry of Health in Aotearoa/New Zealand spent $2.5 million on ''informing'' the public about health reforms. Part of this information campaign involved four newspaper advertisements. This study uses discourse analysis to examine some of the functions of these advertisements beyond providing information. Focusing on the provision of subject positions, we consider contradictions and inconsistencies within the texts. The devices of exclusion, invisibility, deferment and reconciliation are identified and their effects on resistance to die health reforms are considered. We conclude that the advertisements provide persuasive texts which smooth the shift from ''the caring society'' to an emphasis on business practice and profitability.