America in JeruSALEm
Globalization, National Identity, and Israeli Advertising
1st Edition
Published on 26. October 2009
156 pages
979-8-216-29456-6 (ISBN)
Description
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.
More details
Edition
1. Auflage
Language
English
Place of publication
United States
Publishing group
Bloomsbury Publishing Plc
Target group
Professional and scholarly
ISBN-13
979-8-216-29456-6 (9798216294566)
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Schweitzer Classification
Other editions
Additional editions
Anat First | Eli Avraham
America in JeruSALEm
Globalization, National Identity, and Israeli Advertising
Book
10/2009
Lexington Books
€118.30
Shipment within 10-20 days
Persons
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
Content
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
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
