America In Jerusalem

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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.

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Editorial Reviews

Robert Crawford
The main tenet of this book promises to provide revealing insights into the ways that national identity, globalization, and Americanisation interact within the Israeli context... Some particularly fascinating insights in the book make unique and important contributions to the study of advertising and its current relationship with Americanisation and globalisation.
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Product Details

  • ISBN-13: 9780739133255
  • Publisher: The Rowman & Littlefield Publishing Group Inc
  • Publication date: 1/16/2010
  • Pages: 156
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Anat First is professor of communications at Netanya Academic College in Israel. She is co-author with Hanna Adoni of Structural Dilemmas in the Consolidation Research and Teaching: The Case of the Department of Communication at Hebrew University and co-author with Eli Avraham ofCoverage of Israeli Arabs in Israeli Media. Eli Avraham is senior lecturer of communication at the University of Haifa in Israel. He is author ofThe Media in Israel, Center and Periphery, The Hidden Israel, Campaigns for Promoting and Marketing Cities in Israel, Behind Media Marginality: Coverage of Social Groups and Places in the Israeli Press, andMedia Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries, and Tourist Destinations.

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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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