Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
America in JeruSALEm: Globalization, National Identity, and Israeli Advertising

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

First, Anat
Avraham, Eli

Hardcover

AccountingGeneral Political ScienceGeneral Sociology

ISBN10: 073913325X
ISBN13: 9780739133255
Publisher: Lexington Books
Published: Jan 16 2010
Pages: 156
Weight: 0.70
Height: 0.70 Width: 6.20 Depth: 9.00
Language: English
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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