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Monograph No access
America in JeruSALEm
Globalization, National Identity, and Israeli Advertising
Authors:
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Publisher:
2009
Summary
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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Bibliographic data
Edition
1/2009
Copyright Year
2009
ISBN-Print
978-0-7391-3325-5
ISBN-Online
978-0-7391-3327-9
Publisher
Lexington, Lanham
Language
English
Pages
138
Product Type
Monograph
Table of contents
ChapterPages
Contents No access
Acknowledgments No access
Introduction No access
Chapter 1 No access Pages 1 - 20
Chapter 2 No access Pages 21 - 48
Chapter 3 No access Pages 49 - 68
Chapter 4 No access Pages 69 - 86
Chapter 5 No access Pages 87 - 104
Chapter 6 No access Pages 105 - 118
Chapter 7 No access Pages 119 - 126
References No access Pages 127 - 138
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