America in JeruSALEm: Globalization, National Identity, and Israeli Advertising

America in JeruSALEm: Globalization, National Identity, and Israeli Advertising

by Anat First, Eli Avraham
     
 

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ISBN-10: 073913325X

ISBN-13: 9780739133255

Pub. Date: 10/26/2009

Publisher: Lexington Books

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

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:
Lexington Books
Publication date:
10/26/2009
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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