America in JeruSALEm - Globalization, National Identity, and Israeli Advertising (Hardcover)

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."

General

Imprint:	Lexington Books
Country of origin:	United States
Release date:	October 2009
First published:	2010
Authors:	Anat First • Eli Avraham
Dimensions:	240 x 163 x 16mm (L x W x T)
Format:	Hardcover
Pages:	156
ISBN-13:	978-0-7391-3325-5
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Reference & Interdisciplinary > Interdisciplinary studies > Globalization Books > Social sciences > Politics & government > International relations > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-7391-3325-X
Barcode:	9780739133255

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