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

by Anat First, Eli Avraham

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:	9780739133279
Publisher:	Lexington Books
Publication date:	10/26/2009
Sold by:	Barnes & Noble
Format:	eBook
Pages:	156
File size:	339 KB

About 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.

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

Editorial Reviews

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.

Robert Crawford