| America in JeruSALEm: Globalization, National Identity, and Israeli Advertising Contributor(s): First, Anat (Author), Avraham, Eli (Author) |
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ISBN: 073913325X ISBN-13: 9780739133255 Publisher: Lexington Books OUR PRICE: $106.92 Product Type: Hardcover - Other Formats Published: January 2010 |
| Additional Information |
| BISAC Categories: - Social Science | Regional Studies - Political Science | Globalization - Business & Economics | Advertising & Promotion |
| Dewey: 956.94 |
| LCCN: 2009032403 |
| Physical Information: 0.7" H x 6.2" W x 9" (0.70 lbs) 156 pages |
| Themes: - Cultural Region - Middle East |
| Descriptions, Reviews, Etc. |
| Publisher 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. |