Anat First, Eli Avraham

America in JeruSALEm (eBook, PDF)

Globalization, National Identity, and Israeli Advertising

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 156
• Erscheinungstermin: 26. Oktober 2009
• Englisch
• ISBN-13: 9798216294566
• Artikelnr.: 75579318

Autorenporträt

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

Inhaltsangabe

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