America in JeruSALEm: Globalization, National Identity, and Israeli Advertising by First, Anat

America in JeruSALEm: Globalization, National Identity, and Israeli Advertising (Hardcover) (ISBN-13: 9780739133255)

Vendor: Anat First
Product type: Books
Format: Hardcover
$115.00
$115.00
$115.00
Subtotal: $115.00
America in JeruSALEm: Globalization, National Identity, and Israeli Advertising by First, Anat

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

$115.00
America in JeruSALEm: Globalization, National Identity, and Israeli Advertising by First, Anat

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

$115.00
Format: Hardcover
Description
Description
x
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.

Author: Anat First,Eli Avraham
ISBN-10: 073913325X
ISBN-13: 9780739133255
Publisher: Lexington Books
Language: English
Published: 01/16/2010
Pages: 156
Format: Hardcover
Weight: 0.70lbs
Size: 9.00h x 6.20w x 0.70d
By Anat First
By Anat First
x

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 and co-author with Eli Avraham ofCoverage of Israeli Arabs in Israeli Media.

Eli Avraham is senior lecturer of communication at the University of Haifa in Israel. He is author ofThe Media in Israel, Center and Periphery, The Hidden Israel, Campaigns for Promoting and Marketing Cities in Israel, Behind Media Marginality: Coverage of Social Groups and Places in the Israeli Press, andMedia Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries, and Tourist Destinations.

Recently Viewed Products