America In Jerusalem

America In Jerusalem

by Anat First
     
 

ISBN-10: 073913325X

ISBN-13: 9780739133255

Pub. Date: 01/16/2010

Publisher: The Rowman & Littlefield Publishing Group Inc

In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the '90s, Israeli advertisers began using American symbols, values, sights, and heroes to

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Overview

In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the '90s, Israeli advertisers began using American symbols, values, sights, and heroes to promote diverse products without any consideration of the place they were actually made. The perspective offered in this book—a consideration of advertising as a locus of the tension between national identity and globalization/Americanization—is an innovative one, generating a model that can be used to analyze national identity through advertising in the age of globalization/Americanization. Although many books have focused on numerous aspects of Israeli society, America in JeruSALEm offers a new and accessible perspective on the changes in Israeli identity.

Product Details

ISBN-13:
9780739133255
Publisher:
The Rowman & Littlefield Publishing Group Inc
Publication date:
01/16/2010
Pages:
156
Product dimensions:
6.20(w) x 9.10(h) x 0.80(d)

Table of Contents

Chapter 1 Introduction Chapter 2 Chapter 1. Globalization, Americanization, Advertising, and Israeli Society Chapter 3 Chapter 2. The National Sphere Chapter 4 Chapter 3. The Geographical Sphere Chapter 5 Chapter 4. The Capitalist-Economic Sphere Chapter 6 Chapter 5. The Cultural Sphere Chapter 7 Chapter 6. National Identity, Advertising, and Patriotism during Crisis Chapter 8 Chapter 7. Conclusions

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